Joint Custody of the Toyota HiLux Makes for a Marriage Saver in New Campaign

“You’re lucky, man. I only have my HiLux once a month!”

According to a new campaign, Toyota HiLux owners have a special place in their hearts for their ute, an unbreakable connection that has been built over 50 years. With this in mind, Toyota Australia is highlighting the bond that exists between Hilux and its owners.

In this case, so much so that a couple agrees to have joint custody of the vehicle after the divorce lawyers hammer the agreeable conclusion in a somber negotiation.

From there the fun 90-second spot rolls along like two separated parents sharing custody of a child. Each trying to outdo the other – which at times draws the ire of the one being outdone.


Check it out:

Vin Naidoo, Toyota Australia Chief Marketing Officer, said: “We know that Australia has a special relationship – an unbreakable connection, you could say, with the Toyota Hilux, built up over 50 years and is certainly one we are very proud of.”

Steve Cochran, Chief Creative Officer, Saatchi & Saatchi, added: “There’s a hugely strong legacy of work for HiLux in Australia. The opportunity to continue that is both a privilege and a kind of responsibility. We certainly hope the country thinks we’ve done that legacy proud with this fun new iteration.”



Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist – Commercial Vehicles: Brooke Butkiewicz
Senior Brand Specialist – Commercial Vehicles: Yaz Malcolm
Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Steve Cochran
Creative Director: Piero Ruzzene. Kerem Sekerci
Creative: Jake Blood, Hannah Payton, Mac Wright
Head of Design: Tod Duke-Yonge
National Director of Production – Michael Demosthenous
Senior Integrated Producer – Esta Lau, Holly De Roy
Chief Client Officer: Ben Court
Exec Strat Director: Alex Speakman & Joe Heath
Group Business Director: Zoe Kypros
Snr. Business Director: Melanie Bunn
Business Director: Jessie Roper
Senior Business Manager: Lauren Sotelo
Business Executive: Miles Donellan

Media: Spark Foundry

Production Company: Scoundrel
Director – Tim Bullock
Executive Producers – Adrian Shapiro, Kate Gooden
Producer – Claire Kelly
DOP – Shelly Farthing-Dawe
Casting – i4Casting, Nick Hamon Casting
Editor/Post Production – Adam Wills
Colourist: Edel Rafferty
Sound Designer – Simon Kane @ MassiveMusic
Music Supervision – Michael Szumowski @ Big Sync Music

Production Company: Louis&Co
Executive Producer: Louis Molines
Producer: Luke Della Santa
Director / Photographer: Ian Butterworth
2nd Unit Photographer: Klint Collier
Digi Tech: Glenn Pokorny
Assistant: Ben Harris
D.O.P: Danny Ruhlmann ACS
1st AC: Tom Brooks
2nd AC/Data: Glen Soicher
Heliguy Drone Pilot: Tony Driver
Heliguy Drone Camera: Nathan Richards
Precision Driver: Ben Toyer


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