Toyota’s New Hilux Campaign Brings Kiwis Together from Near and Far

Toyota New Zealand launched a new brand platform for the 2021 Hilux through a multi-channel campaign celebrating the bond between friends, between driver and their Hilux, and between Toyota and New Zealand.

Created by Saatchi & Saatchi New Zealand and directed by Sweetshop’s Damien Shatford, with stills by Ross Brown, the campaign comprises 20 individual pieces of film and includes TV, Social, Digital, Press, Outdoor, and a number of site-specific contextual iterations. The media approach was led by Starcom New Zealand.

Queensland’s towering rugged scenery plays host to the lighthearted campaign which highlights the toughness of the truck and the friendliness of those who drive it.


“We are excited to present the all new Hilux to New Zealand with this integrated campaign,” said Andrew Davis, Toyota New Zealand General Manager of Marketing.

“This is the most technologically advanced truck introduced in New Zealand and by far the best Hilux model we have ever launched. 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.”

“Hilux has long been a part of Kiwi culture and this campaign plays to that,” said Steve Cochran, Chief Creative Officer, Saatchi & Saatchi NZ. “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.”


Local New Zealand musicians Troy Kingi and Tami Neilson collaborated on the music, revisiting the classic “Ghost Riders in the Sky”.


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


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