TOYOTA HILUX’S CANINE CAMPAIGN CAPTIVATES AUSTRALIA

Toyota Australia and Saatchi & Saatchi launch a heartwarming campaign featuring dogs abandoning their owners for the new HiLux, showcasing the vehicle’s loyalty and capability. The ad is part of the “Don’t send a ute to do a HiLux job” platform, highlighting the HiLux’s iconic status in Australia.

Toyota Australia has unleashed a pack of dogs to champion its latest HiLux ute, showcasing the vehicle’s capability and loyalty in a humorous new campaign. The 60-second TV commercial, titled “The Pied Piper,” follows a HiLux driver and his dog as they embark on a journey, with dogs from all walks of life jumping into the vehicle’s tray, abandoning their owners in the process.

Created by Saatchi & Saatchi Australia, the campaign is part of Toyota’s “Don’t send a ute to do a HiLux job” platform, which launched in 2024. The ad features a catchy soundtrack, with CCR’s “Up Around the Bend” adding to the energetic and playful vibe. The commercial showcases the HiLux’s durability and reliability, with the dogs symbolizing loyalty and allegiance.

“The HiLux has earned a unique kind of loyalty in Australia. It’s not just a ute. Its dependability has earned it a reputation as a part of people’s lives,” said Mandie van der Merwe, Chief Creative Officer at Saatchi & Saatchi Australia. “With the new HiLux, we wanted to celebrate that loyalty and have a bit of fun with it”.

The campaign will run across multiple channels, including TV, out-of-home advertising, digital platforms, radio, in-store promotions, and social media, with media agency Spark Foundry Australia leading the media strategy. The new HiLux model boasts tougher styling, upgraded technology, and enhanced capability, making it an iconic Australian ute.

“We know customers are going to be impressed with the styling and technology updates, and that the HiLux will continue to be an iconic Australian ute,” said Vin Naidoo, Chief Marketing Officer at Toyota Australia. “In Australia’s heart, one name stands tall – HiLux. It’s tough, loyal, and ready for anything, just like man’s best friend”.

The campaign’s creative team includes Piero Ruzzene as creative director, and Rosita Rawnsley-Mason and David Govier as the creative team. The ad was directed by Christopher Riggert, with production handled by Finch.