Toyota Playfully Celebrates Its Role In Kiwi Culture With New Ad

Campaign by Saatchi & Saatchi New Zealand heroes 2021 Hilux model

Toyota / Saatchi & Saatchi New Zealand

Toyota New Zealand celebrates the “bond” between car owners, their trusty vehicles, and their friends in its latest campaign to promote its new 2021 Hilux model.

The hero film shows a small group of New Zealanders pulling over when they spot each other out and about. Shortly thereafter, several other adventurous Kiwis arrive in their trucks, creating a long row with conversations, filled with nonsequiturs, playfully shouted to one another through open windows.

One owner takes her boat out for a drive, another arrives with a steering wheel cover that manages to match his beard color and others illustrate the vehicle’s attributes and features. The spot ends with everyone breaking away, well-choreographed, to continue their day.

Created with Saatchi & Saatchi New Zealand, the spot was directed by Sweetshop’s Damien Shatford, with media led by Starcom New Zealand. With a decidedly Western vibe, music featured in the ad was created by New Zealand musicians Troy Kingi and Tami Neilson.

The campaign includes TV, social, digital, press and outdoor activity with a series of 20 short videos.

“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,” said Andrew Davis, Toyota New Zealand general manager of marketing.

Steve Cochran, who joined Saatchi & Saatchi New Zealand as chief creative officer in July, added: “Hilux has long been a part of Kiwi culture, and this campaign plays to that.

“I certainly consider myself privileged to have joined Saatchi & Saatchi just in time to work with the team on such a special Kiwi brand on such a significant campaign for my first project. It’s been as fun to make, as we reckon it is to watch.”

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

@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.