Toyota’s latest campaign for the 2024 Hilux Hybrid is grabbing headlines in New Zealand — or rather, towing them.
As part of an OOH campaign the truck tows a massive 3.5-tonne steel headline reading “JUST A HILUX HYBRID TOWING A 3.5 TONNE HEADLINE.”
The headline, created by Ben Lockwood and engineered by Andrew Turney, is both a striking piece of design and extraordinary advertising.
Constructed with steel and thousands of bolts and welds, it was built over two months before being mounted on a custom 6-meter trailer. The double-sided headline was tested for roadworthiness at a local weighing station, validating the strength of the statement being made by Toyota’s Hilux Hybrid.
“We know that the Hilux Hybrid is as capable, if not more capable than its predecessor,” said Susanne Hardy, Assistant Vice President, Toyota New Zealand.
“This campaign is about showcasing the grunt and reliability of the Hilux Hybrid that our customers expect from a Hilux. And of course, that it absolutely delivers.”
The headline has already been towed to many locations for content filming, and is now headed out on tour to events including A&P shows all around the country for the next few months.
“I loved this idea the moment I saw it. A mobile billboard isn’t anything new, but a headline that is literally a product demonstration is super surprising,” said Steve Cochran, Chief Creative Officer at Saatchi & Saatchi New Zealand.
“Yes, it’s a little meta, but if the reaction it gets on highways with people winding down windows to take photos is anything to go on, we think it’ll be just as popular as past Hilux campaigns.”
“This campaign didn’t have the budget for a big traditional awareness campaign, but the brief was to make Hilux Hybrid famous in every New Zealand rural community. We’re pretty chuffed that the 3.5 tonne headline is literally on the road to do that,” Cochran added.
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
Group 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
