Toyota New Zealand celebrates the “bond” between car owners, their trusted vehicles and their friends in its latest campaign to promote its new Hilux 2021 model.
The hero film shows a small group of New Zealanders who stop by when they discover each other. Shortly thereafter, several other adventurous kiwis arrive in their trucks and form a long line of conversations filled with non-consequences and screaming playfully through open windows.
One owner takes her boat for a ride, another arrives with a steering wheel cover to match his beard color, and others illustrate the vehicle’s characteristics and features. The spot ends with everyone breaking loose, well choreographed, to continue their day.
The spot was created with Saatchi & Saatchi New Zealand and directed by Damien Shatford from Sweetshop under the direction of Starcom New Zealand. With a decidedly western feel to it, the music shown in the ad was created by New Zealand musicians Troy Kingi and Tami Neilson.
The campaign includes TV, social, digital, press and outdoor activities with a series of 20 short videos.
“Hilux has always had a strong relationship with Kiwis so it is great to be able to celebrate that bond through this new campaign and showcase all of the different models and drivers that are part of Hilux New Zealand’s history,” said Andrew Davis, Toyota New Zealand General Manager Marketing.
Steve Cochran, who joined Saatchi & Saatchi New Zealand in July as Chief Creative Officer, added, “Hilux has long been a part of the Kiwi culture and this campaign is part of it.
“I definitely consider myself privileged to have come to Saatchi & Saatchi just in time to work with the team on such a special kiwi brand on such an important campaign for my first project. It was just as fun to see as we think it was. “
Customer: Toyota NZ Ltd.
Creative agency: Saatchi & Saatchi NZ
Media agency: Starcom
Production company: Sweetshop
Directed by Damien Shatford
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
Producer: Tony Whyman
DOP: I am 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