Toyota, Saatchi & Saatchi NZ launch 2021 Hilux campaign

Saatchi & Saatchi New Zealand and Toyota have unveiled a multi-channel campaign for the new 2021 Hilux that celebrates the connection between friends and the strong bond between Toyota and New Zealand. 

Shot on location in Queenstown, directed by Sweetshop’s Damien Shatford and with stills by Ross Brown, the campaign is made up of 20 individual pieces of film including TV, Social, Digital, Press, Outdoor and a number of site-specific contextual iterations. The media approach was led by Starcom New Zealand. 

Andrew Davis, Toyota New Zealand General Manager of Marketing says: “We are excited to present the all new Hilux to New Zealand with this integrated campaign. This is the most technologically advanced truck introduced in New Zealand and by far the best Hilux model we have ever launched. 

“Hilux has always had a strong connection with Kiwis, so it’s great to be able to celebrate that bond through this new campaign and showcase all the different models and drivers that are part of the Hilux New Zealand story.” 

Steve Cochran, Chief Creative Officer, Saatchi & Saatchi NZ adds: “It’s been as fun to make, as we reckon it is to watch.” 

The music that underpins the campaign was a bespoke collaboration between local music legends Troy Kingi and Tami Neilson, revisiting the classic “Ghost Riders in the Sky”. 

Kingi also acted in the previous two Hilux campaigns.

Watch the 90” hero video here


Client: Toyota NZ Ltd

Creative Agency: Saatchi & Saatchi NZ

Media Agency: Starcom

Production company: Sweetshop

Director: Damien Shatford

Executive Producer: Ben Dailey

Executive Producer: Kate Roydhouse

Producer: Tony Whyman

DOP: Ben Seresin

Post / VFX: Stu Bedford

Audio: Franklin Road – Shane Taipari

Music: Ghost Riders in the Sky – Performed by Troy Kingi & Tami Neilson

Photography: Ross Brown – Match

Retouching: Jason King – SixtyFour

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