Cannes Lions

HILUX

SAATCHI & SAATCHI NEW ZEALAND, Auckland / TOYOTA / 2012

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Overview

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Credits

Overview

Description

Hilux isn't just any old ute. It's a symbol of rugged masculinity and durability.And owners feel like they're driving a piece of the enduring fabric of rural New Zealand. Blokes know a Hilux can handle anything. But when they tell their mates about how tough their Hilux is, they stretch the truth... a lot.

Execution

Hilux has a long history of being worshipped as New Zealand’s toughest “ute” by real Kiwi blokes. More than a utility vehicle, it’s a symbol of rugged, rural masculinity. Kiwi guys all know that a Hilux can handle pretty much anything, but when they tell their mates how tough theirs is, they stretch the truth a lot. Toyota doesn’t exactly discourage this kind of behaviour. That’s why we plastered dealerships all over the countryside with these posters: launching the toughest Hilux yet by putting it up against some of the toughest creatures anywhere.

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