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With a heritage and pedigree entrenched in South African history and culture, the Toyota Hilux is not simply a bakkie. It's an indelible part of the South African fabric; an essential tool across hundreds of farms, construction sites and suburban family homes.
The enduring Hilux is renowned for its legendary resilience and is still the bakkie we can always rely on, even after five decades and eight generations. The Hilux has remained South Africa’s most trusted and top-selling bakkie for more than 50 years. Globally, Hilux has sold an estimated 23 million units and locally, an estimated 1.2 million Hilux vehicles have been sold, year to date.
Known for its reliability, durability and never-die attitude, the Toyota Hilux is the embodiment of legendary toughness – a string of DNA that it shares with the South African spirit.
To South Africans, the Toyota Hilux is so much more than the sum of its parts, and one doesn’t have to dig too deep to find South Africans proclaiming loudly, next to cooking fires in the veld, on social media, or even bumper stickers, their love for the Toyota Hilux.
Clayton Swartz, Creative Director at Studio One says, "The Toyota Hilux is not just a vehicle, it’s a symbol of resilience and reliability that resonates deeply with South Africans across generations. Our campaign is driven by the real-life stories of people who rely on the Hilux every day, whether it’s on a farm, in the city, or out in the wild. These stories reflect the unwavering trust people place in the Hilux, showcasing its strength, versatility, and the emotional connection it inspires."
The campaign launches with a TV commercial that is rooted in a true story. In it, we see a farmer who heads to town to find the perfect birthday present for his grandson, but disappointed with the flashiness and lack of substance of what’s on offer, decides to rather make something. We see the campaign as a true representation of the Toyota South Africa Motors ethos. The ad concludes with a heartwarming moment when the boy reacts in a surprising way when he opens his present. You can watch the new Hilux ad HERE.
Tasneem Lorgat, General Manager of Marketing Communications at Toyota South Africa Motors said, “From the single cab workhorse to the stylish double cab, the Toyota Hilux range offers something for everyone. The “It’s not a bakkie, it’s a Hilux” campaign is a reminder that there is much more than meets the eye when it comes to this vehicle. We are also excited to launch some of the campaign elements not only in English, but also in isiZulu, isiXhosa, Sepedi and Afrikaans.”
The advertising campaign for the Toyota Hilux range extends across various platforms including out-of-home, print, radio and digital channels. The campaign reinforces how the Hilux is so much more than just a bakkie and connects with South Africans.
Credits:
TOYOTA SOUTH AFRICA MOTORS:
Vice President Marketing: Glenn Crompton
General Manager Marketing Communications: Tasneem Lorgat
Senior Manager: Advertising & Digital: Rethabile Bopape
Manager of Advertising: Buyisiwe Khanyile
STUDIO ONE:
Chief Creative Officer: Pete Little
Executive Creative Director: Clayton Merry
Creative Director: Wessel Stolz
Creative Director: Jonathan Merry
Agency Producer: Sally Walland
Group Account Director: Shiraz Mckenzie
PRODUCTION (Patriot Films):
Director: Anton Visser
Executive Producer: Deenan Naidoo
Production Manager: Kelly Grobler
Production Co Ordinator: Addington Cele
D.O.P: Werner Maritz
Art Director: Andree du Preez
Post Production Facility: Deliverance
Post Production: Paula Raphael
Offline Editors: Kobus Loots
Online Editors: Marco Raposo de Barbosa
Colourist: Terry Simpson
Sound Engineers: Adam Howard
Music Publisher: Adam Howard Music
