Hang on to your steak and cheese mate, Hilux has done it again

  • Ad Impact
  • October 11, 2011
  • Cath Winks
Hang on to your steak and cheese mate, Hilux has done it again

Youtube VideoThe votes have been counted and the results are no surprise, with the latest outing for the Hilux taking out the Ad Impact Award for September.

Toyota’s long history of making larger than life ads that tap into the Kiwi psyche continues with its new campaign titled ‘Tougher Than You Can Imagine.'

“It’s one of those rare 'laugh out loud' ads, that just gets better and more engaging as it goes on," says Colmar Brunton’s Jacqueline Ireland. "Kiwi icons like Hokey Pokey ice cream, steak and cheese pies and the country store are also cleverly woven through what is the most enjoyable ad of the year."

Saatchi & Saatchi's chief executive Nicky Bell says the campaign is the next expression of the famous Hilux ‘Unbreakable’ positioning that has been fueled in the past by such great campaigns as ‘Crumpy and Scotty’, ‘Bugger’ and ‘Bulls’.

"We’re pleased Kiwis are enjoying this as much as they did those.”

Toyota's general manager of marketing Neeraj Lala said “the campaign has already been fueling great Hilux conversations around New Zealand with thousands of hits on YouTube, along with fantastic comments across our social media platforms.”

Youtube VideoAnother star performer this month is the new Cadbury Favourites TVC. Poking fun at a common dilemma—what to bring to the BBQ when you’re told ‘bring nothing’ without looking too stingy or over the top, Harriet Dixon, senior account manager at Colmar Brunton, says “with a clever use of humour in a situation that everyone can relate to, it’s highly enjoyable. It also makes people think again about Favourites, cleverly tying it to an occasion. That’s what makes it so memorable.”  'Croquet bush' anyone?


Client – Toyota NZ
Product – Hilux
Title – Tougher Than You Can Imagine


Client – Toyota NZ
General Manager Of Marketing – Neeraj Lala
Marketing Team Leader – Susanne Hardy

Agency - Saatchi & Saatchi NZ

ECD – Antonio Navas
Creative Director – Scott Huebscher
Copywriter – Scott Huebscher
Art Director – Scott Huebscher
Agency Producer – Jane Oak
Group Account Director – Mark Cochrane
Account Director – Luke Farmer
Head of Strategy – Murray Streets

Production Co: Thick As Thieves

Director: Leo Woodhead
Executive Producer: Nik Beachman
Producer: Nikki Smith
DOP: Ginny Loane
Production Designer: Kim Jarett
Editor: Peter Sciberras @ The Butchery
Colourist: Pete Ritchie @ Toybox
VFX Supervisors: Damon Duncan, Rhys Dippie and Stefan Coory

2D Post Production:  Blockhead

Blockhead VFX Artists:
Stefan Coory, Mike Robinson, Nigel Mortimer, Andrew Stewart
VFX Producer: Angela Jackson Betts
3D Post Production: Assembly
3D Artists: Gary Sullivan, Geoff Kirk-Smith, Rhys Dippie, Paul Jakovich,

Audio Post Production - Liquid Studios
Sound Design/Mix - Craig Matuschka
Music Track - Edvard Grieg "In the Hall of the Mountain King"
Music Composition - Peter Van Der Fluit

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