Toyota’s latest advertising campaign for the 2024 Hilux Hybrid, titled “Just a Hilux Hybrid Towing a 3.5 Tonne Headline”, has become a standout example of creativity in the automotive industry. Produced by Saatchi & Saatchi New Zealand, this innovative campaign features a massive 3.5-tonne steel headline being towed by the Hilux Hybrid on a custom-built trailer, making a bold statement about the truck’s strength and capability.
The headline, a striking and somewhat brutalist structure, measures an impressive 4 meters in height and features the phrase “JUST A HILUX HYBRID TOWING A 3.5 TONNE HEADLINE”. Constructed with 974 bolts and 6512 spot welds, the structure was engineered by Andrew Turney and designed by Ben Lockwood. It took two months to create and was then mounted on a custom 6-meter-long trailer, which was tested for roadworthiness at a local weighing station to ensure its durability and safety.
The goal of the campaign is to emphasize the power and reliability of the Hilux Hybrid, showcasing its ability to carry heavy loads with ease, just like its predecessor. According to Susanne Hardy, Assistant Vice President at Toyota New Zealand, the introduction of the hybrid version of the Hilux is a significant step in the vehicle’s transition toward cleaner energy. The Hilux Hybrid is not only eco-friendly but also equally, if not more, capable than the traditional model.
The 3.5-tonne headline is more than just a mobile billboard; it’s a product demonstration in itself. Steve Cochran, Chief Creative Officer at Saatchi & Saatchi New Zealand, pointed out that while mobile billboards are common, this campaign takes it a step further by using the headline as an actual demonstration of the truck’s towing capability. The reaction from the public has been overwhelmingly positive, with people taking photos as they spot the headline on highways.
After filming at multiple locations, the 3.5-tonne headline is now embarking on a nationwide tour, making appearances at agricultural and pastoral (A&P) shows and other local events across New Zealand. It will also make stops at various dealerships and locations throughout the country, with a media partnership with Radio Hauraki helping to spread the word. The campaign is designed to raise awareness of the Hilux Hybrid in rural communities, targeting farmers and tradespeople who value the rugged durability and strength that the Hilux has long been known for.
With limited resources for a traditional advertising campaign, Saatchi & Saatchi New Zealand embraced this unconventional yet effective strategy, proving that creativity can go a long way in capturing the attention of a diverse audience. The campaign’s success highlights the importance of combining product demonstration with striking visuals to create a memorable experience for consumers.
Credits:
Toyota New Zealand
Client: Toyota New Zealand Limited
Assistance Vice President – Customer Group, Executive: Susanne Hardy
Manager, Marketing Operations: Jamie How
Associate Manager, Marketing: Katie Craven
Product Marketing Specialist/ Marketing: Phoebe Nicholls
Manager Conversions & Accessories: Clint Beaumont
Saatchi & Saatchi NZ
Creative Agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Lee Sunter
Senior Art Director: Cece Chu
Senior Copywriter: Ryan Price
Content Creator: Nelson Rayner
General Manager: Susie Darling
Senior Business Director: Kate Gyde
Senior Business Manager: Renee Prasad
Executive Agency Producer: Jane Mill
Gyro Constructivists
Constructivist: Andrew Turney
Toybox
Production Company: Toybox
Director / DOP / Stills: Dan Max
Producer: Nanette Miles
Music: Ghost Riders in the Sky – Performed by Troy Kingi & Tami Neilson
Spark Foundry
Media Agency: Spark Foundry
Managing Director: Nicky Greville
Client Partner: Kelly Rosnell-Shand
Media – Business Directors: Toby Yonge, Stacey Stephenson
