Typically, Toyota focuses on the toughness of its Hilux ute, something clearly demonstrated by Top Gear’s unsuccessful attempt to kill one. Australia has also embraced that strategy with its Unbreakable positioning, but now it’s decided to focus on the toughness of the men who choose to drive one.
“For decades Hilux has firmly held the flag for being ‘unbreakable’ and is seen as the pinnacle by many of the hardest-working blokes across the country,” said Mike Spirkovski, executive creative director at Saatchi & Saatchi in a release. “We simply wanted to highlight that our Unbreakable Hilux deserves an equally unbreakable driver. Nothing less.”
No word on whether Toyota will actually enforce these rules, although that will presumably lead to a drastic decline in the number of urban metrosexual ute drivers who have no real need for such a machine but want to look manly.
Toyota Australia has also taken the humorous approach to promote its Kluger model, with Ty Burrell in character as Modern Family’s Phil Dunphy dropping some quality dad jokes (and there’s also a tie-in with Network Ten, which screens the show).
