The Toyota Hilux owns the worksite. Every tradesman in Australia knows that the Hilux is a more than capable workhorse. But Toyota’s new Hilux is now good looking enough to use in other situations outside the building site. Therefore our challenge was to own the weekend, but still to avoid the clichéd car ads of coastal roads, weekends away with the family, etc. The campaign thought is that “You’ve got 48 hours to live.” Every weekend. And with a Hilux, it’s amazing how much life you can cram into 48 hours.