Toyota HiLux’s 'An Unbreakable Connection' campaign via Saatchi & Saatchi Australia plays on a deep emotional connection that has held strong since the launch of HiLux in 1968.
In September this year, Toyota Hilux launched an integrated campaign for the brand's long-running Unbreakable platform that centres around the love Aussies have for their HiLux, even one from beyond the grave.
For many families around Australia, their HiLux has become part of the family. The campaign features a family, their dog, and the ghost of the patriarch of the family, wanting one last drive in his trusty steed.
As the family wakes to the sound of banging and crashing, it becomes evident that it is simply just the spirit of dad looking for his keys. The campaign plays on the emotional relationship the vehicle has in bringing together a family and serving as a memory of a missed loved one.
Created by Saatchi & Saatchi Australia, the campaign launched in the Toyota AFL Grand Final and rolled out across key channels, digital, OOH, radio and in-store.
Damon Porter, creative director at Innocean Australia celebrates the emotional maturity the brand has acquired after its long advertising history. He states that the Toyota HiLux campaigns are no longer about being the ‘Toughest’ in Australia, but builds on the interdependence between the vehicle and the driver.
Porter: "A little while ago, one of my favourite bands came out with a new album with a completely different sound to what I was used to. It took me a while but the more I listened to it, the more I didn’t mind it.
"Hilux has taken a similar departure from their previous ‘unbreakable’ spots. This is no longer about demonstrating the toughness of the Hilux. Instead, they’re exaggerating the connection Aussies have to the vehicle. And that’s where Hilux ad fans might get tripped up. They’re expecting one sound when they’re getting another.
"Director Benji Weinstein has brought his nuanced eye to create a well-crafted spot. It builds well, the sound design didn’t overplay its hand and there’s some nice, subtle touches throughout."
Toyota Australia chief marketing officer Vin Naidoo speaks of the 50-year history Toyota HiLux has in Australia, influencing the success of the campaign.
Naidoo: “The place a Toyota HiLux holds in Australia is like no other. We love the Toyota HiLux, and we know Australia loves the Toyota HiLux, especially with what it has been able to deliver over the previous 50 years.”
Kurt Toohey, creative director at Now We Collide, credits the emotional journey the audience is taken on throughout the campaign, applauding the spiritual attachment that signified the personal connectivity between person and brand.
Toohey: "It’s nice to see a spot that focuses more on the emotional attachment we have with cars and less on beauty shots and premium-level extras.
“Ticked all the boxes; nicely shot, well written and has that subtle touch that makes it a bit different. Would’ve loved to hear the debate with the legal team as they discussed whether or not the ghost should be wearing a seat belt.”
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