The “An Unbreakable Connection” campaign from Saatchi & Saatchi Australia plays on the emotional attachment with the ute that started as long ago as the launch of HiLux in 1968.
The campaign highlights the family connection with the ute. The latest ad features a family, their dog, and the ghost of the patriarch of the family who wants one last drive in his trusty ute.
Media publication AdNews, reporting on the new campaign, said it opens as the family wakes to the sound of banging and crashing and “it becomes evident that it is simply just the spirit of dad looking for his keys.”
“The campaign plays on the emotional relationship the vehicle has in bringing together a family and serving as a memory of a missed loved one.”
The ad was created by Saatchi & Saatchi Australia and the campaign was launched in the Toyota AFL Grand Final and subsequently rolled out across key channels, digital, OOH, radio and in-store.
Innocean Australia creative director Damon Porter said the ad celebrates the emotional maturity the brand has acquired after its long advertising history.
He told AdNews that the Toyota HiLux campaigns are no longer about being the “toughest” in Australia, but builds on the interdependence between the vehicle and the driver.
“A little while ago, one of my favourite bands came out with a new album with a completely different sound to what I was used to. It took me a while but the more I listened to it, the more I didn’t mind it,” he said.
“HiLux has taken a similar departure from their previous ‘unbreakable’ spots. This is no longer about demonstrating the toughness of the HiLux.
“Instead, they’re exaggerating the connection Aussies have to the vehicle. And that’s where HiLux ad fans might get tripped up. They’re expecting one sound when they’re getting another.”
Mr Porter said ad director Benji Weinstein brought “his nuanced eye to create a well-crafted spot.”
“It builds well, the sound design doesn’t overplay its hand and there’s some nice, subtle touches throughout,” he said.
Toyota Australia chief marketing officer Vin Naidoo said the 50-year history of the Toyota HiLux in Australia was a major influence on the success of the campaign.
“The place a Toyota HiLux holds in Australia is like no other. We love the Toyota HiLux and we know Australia loves the Toyota HiLux, especially with what it has been able to deliver over the previous 50 years,” he said.
AdNews quoted Kurt Toohey, creative director at Now We Collide, as celebrating the spiritual attachment that signified the personal connectivity between person and brand.
“It’s nice to see a spot that focuses more on the emotional attachment we have with cars and less on beauty shots and premium-level extras,” said Mr Toohey.
“Ticked all the boxes; nicely shot, well written and has that subtle touch that makes it a bit different. Would’ve loved to hear the debate with the legal team as they discussed whether or not the ghost should be wearing a seat belt.”
By Neil Dowling
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