Toyota South Africa is positioning the much-loved Toyota Hilux as a truly premium vehicle with a new commercial that celebrates its more aspirational qualities, while holding on to the marque’s authentic, South African charm.
The ad introduces Toyota fans to Hilux’s new tone of voice and sets it up as the vehicle for those who can handle anything – from navigating challenging terrain to impressing their future father-in-law.
Nobel laureate, Rudyard Kipling, provided the inspiration for the FCB Joburg team tasked with curating the brand’s evolution.
“Toyota Hilux is and always has been a much-admired South African brand. People love it for its rugged, outdoor capabilities and tough attitude,” said Chief Creative Officer Brett Morris, who crafted the piece together with Creative Director Tian Van den Heever, Copywriter Tracy-Lynn King and Art Director Georja Romano.
“But, not everyone is fully aware of its more sophisticated side. The latest Hilux is a top-quality, reliable and innovative vehicle with a rich heritage. Not to mention its serious good looks.
“Kipling’s poem ‘If’ is a well-recognised and inspiring form of paternal advice in which Kipling tells his son about what it takes to be a man.
“As the brand that claims to be ‘tougher-er’, the Hilux creative team looked at re-interpreting this classic piece of literature and sharing an entertaining story about what it really means to be a tough guy in today’s modern world,” he said.
The commercial was directed by Adrian Garces of Velocity Films, and launched on television on May 7. There is also a cinema version and online versions.