• SUB CATEGORY :
    BROADCAST: AUTOMOTIVE
  • ENTRANT COMPANY :
    SAATCHI & SAATCHI AUSTRALIA, SYDNEY
  • TITLE :
    TOYOTA HILUX 'IN A PICKLE'
  • BRAND :
    TOYOTA
  • ADVERTISER :
    TOYOTA MOTOR CORPORATION AUSTRALIA
  • AGENCY :
    SAATCHI & SAATCHI AUSTRALIA, SYDNEY
  • CHIEF CREATIVE OFFICER :
    DAVE BOWMAN/MANDIE VAN DER MERWE/AVISH GORDHAN
  • CREATIVE DIRECTOR :
    PIERO RUZZENE/CARLO MAZZARELLA
  • ART DIRECTOR :
    JAKE BLOOD/ROBERT BAMFORD
  • COPYWRITER :
    HANNAH PAYTON/BEN DE KLERK
  • EXECUTIVE PRODUCER :
    MICHAEL DEMOSTHENOUS
  • AGENCY PRODUCER :
    ESTA LAU
  • DESIGNER :
    TOD DUKE-YONGE
  • BUSINESS STRATEGY DIRECTOR :
    BEN COURT
  • CLIENT SERVICE DIRECTOR :
    ZOE KYPROS
  • ACCOUNT DIRECTOR :
    MELANIE BUNN
  • ACCOUNT MANAGER :
    JEN WESTON
  • ACCOUNT EXECUTIVE :
    MILES DONNELLAN
  • STRATEGIC PLANNING DIRECTOR :
    JOE HEATH
  • MEDIA AGENCY :
    SPARK FOUNDRY AUSTRALIA, MELBOURNE
  • DIRECTOR :
    TIM BULLOCK
  • DIRECTOR OF PHOTOGRAPHY :
    SIMON DUGGAN
  • GAFFER :
    SEAN CONWAY
  • ASSISTANT DIRECTOR :
    DAVID LETHAM
  • EXECUTIVE PRODUCER :
    ADRIAN SHAPIRO/KATE GOODEN
  • FILM PRODUCER :
    TESSA SIMPSON
  • CASTING :
    I4CASTING, NICK HAMON
  • WARDROBE :
    LAURA BRACKEN
  • EDITOR :
    ADAM WILLS
  • COLORIST :
    BEN EAGLETON
  • SPECIAL EFFECTS COMPANY :
    BLOCKHEAD, SYDNEY
  • SOUND PRODUCTION COMPANY :
    MASSIVE MUSIC, SYDNEY
  • SOUND DESIGNER :
    SIMON KANE
  • SOUND EXECUTIVE PRODUCER :
    KATRINA AQUILLA
  • MUSIC SUPERVISION :
    JOSEPH PETITPAIN/JULIEN CORNUEL/THÉO DARCEL
  • ENGLISH SYNOPSIS :
    In 2024, we had to remind Australia that the Toyota HiLux’s legendary reliability was more important than the new features and fancy looks our competitors were advertising.

    We told the story of a HiLux saving the day when other vehicles couldn’t. Set to the classic "Duelling Banjos" theme, our modern western followed two HiLux-driving heroes rescuing one vehicle after another from a deep, muddy puddle. In the end, the HiLux casually rips out the old tree trunk that got the first truck
    stuck to begin with. Easy work.

    Through charming Aussie storytelling, we created a campaign that reminded everyone of a simple fact: you don’t send
    a ute to do a HiLux job.

  • ENGLISH CONTEXT EXPLANATION :
    “Ute” is Australian for truck.

    And no ute holds a place in Australian hearts like the Toyota HiLux. Over the last five decades, it has become more than
    just a ute. It’s an icon in a league of its own, famous for its reliability.

    In 2024, with competition in the ute market heating up and
    with new entrants on the way, we needed to remind Australians why the HiLux is so legendary.

    While competitors were focussing on sleek designs and flashy features, we doubled down on what truly matters—reliability. Because when the stakes are high, you need a vehicle guaranteed to get the job done.