Description
Since 1968, the iconic Hilux has built a reputation for conquering the impossible and surviving the unthinkable. From polar expeditions to famous Top Gear destruction tests, the pickup’s legendary durability has spawned a passionate global community of owners who love nothing more than sharing their extreme—and occasionally reckless—feats online.
Now, as Toyota prepares to launch the highly anticipated all-new Hilux and its all-electric version, the brand is issuing a tongue-in-cheek public service announcement to its overconfident fan base: “PLEASE HILUX RESPONSIBLY”
Directed by Martin Werner via Papaya Films, the pan-European campaign focuses on overly confident Hilux drivers whose sense of complete invincibility prompts them to push their tough trucks to the absolute limit in extreme situations.
Inspired by the real-world behaviour of online audiences, the integrated campaign features eight distinct scenarios, which showcase the Hilux's diverse range of new powertrains across B2B, retail, and lifestyle audiences—to prove that the new generation is as stylish as it is capable.
The campaign continues with a follow-up film directed by Kit Lynch-Robinson that sees a Toyota lawyer attempt to read Hilux Terms & Conditions while sat next to TOYOTA GAZOO Racing driver Seth Quintero, as he pushes the all-new GR DKR Hilux to the extreme.
The "Please Hilux Responsibly" campaign launches across Europe in Summer 2026, anchored by a flagship 60-second spot running in UK cinemas.
This professional campaign titled 'Please Hilux Responsibly' was published in Multinational Europe and United Kingdom in August, 2026. It was created for the brand: Toyota, by ad agencies: Papaya Films and T&P. This Film medium campaign is related to the Automotive and Personal Transportation industry and contains 1 media asset. It was submitted about 1 hour ago by Brooks: Zoe.
Credits
////////// Credits Main Campaign ////////// Client: Toyota Motor Europe (TME)
Vice President Product Strategy and Marketing: Andrea Carlucci
Lead Client: Olga Sondar, Head of Toyota Brand Strategy and Marketing Communications Senior Client: Marine Martirosyan, Manager Toyota Brand Strategy and Marketing Communications
Senior Campaign Manager: Annegrethe Nielsen
Creative Agency: T&P Media Agency: T&P CCO: André Moreira
Executive Creative Director: Micky Tudor Group Creative Director: Jim Stump Creative Director: Phill Fields
Senior Creatives: Andreas Lefteris and Élson Rodrigues
Creative/Art Direction: Rosie Sheppard
Designers: Mitch Baitey, Ade Walker, Tim Taylor, Richard Palmer Planning Directors: Matt Linstead, Daivid Corrado, Neil Goodlad Audience Strategy Director: Laura Weston
Creative Strategy: Daryl Frost Global Client Lead: Kate Mottram Client Lead: Gavin Fullick Business Director: Stephanie King
Senior Project Management: Jane Egan
CRM Creative Director: Chris Walker
CRM Senior Strategist: Helena Clark
CRM Account Leads: Julius Lloyd, Niki Mehta, Emily Wood
CRM Project Lead: Rhys Chapman
Chief Production Officer TME & LED WPP Production: Charles Crisp
Head of Integrated Production WPP Production: Anna Green
Senior Producer WPP Production: Michał Krajewski
Production Company: Papaya Films
Director: Martin Werner
DoP: Óttar Guðnason
Managing Director International: Iwona Mnich
Executive Producer: Wojtek Skiba
Producer: Marta Spychalska
Line Producer: Ola Wyszyńska
Service Production Company: Juice Film
Executive Producer: Carmen Amos Line Producer: Kim Fowler-Forbes Photo Unit Producer: Carlien de Kock
Edit House: Whitehouse Post Editor: Sam Gunn, Thomas Sheriff Offline Producer: Ella Sedgwick
Post Production VFX & color: BaconX
VFX Supervisor / Creative Director: Jonas Drehn
Colourist: Hannibal Lang
Executive Producer: Lorène Lescanne, Lars Wagner
VFX Producer: Mikkel Vogt
CG-Lead: Thomas Haas
CG Artists: Dennis Bahnson, Arthur Dalvig, Julia Forsman
Lead Compositor: Oliver Buus
Compositors: Cristian Predut, Gustav H. Andersen Head of Production: Rikke Gjerløv Hansen Conform artist: Søren Knudsen
Post Production VFX & color: Orka Film
CG-Lead: Marcin Kolendo
Colourist: Piotr Sasim
Head of Production: Katarzyna Kozłowska
VFX Producer: Joanna Andrecka-Szewczyk, Maria Kluczyk
Photographer: Tomek Mąkolski
Photographer’s Representative: Piotr Stefański, Made By Eight
Audio Post Production: Ztudio&Burza Sound Engineers: Bruno Jasieński Producer: Marta Majewska
Music Supervision: Wake The Town
Composer: Irving Berlin
Music Supervisors: Arnold Hattingh
////////// Credits Extreme T&Cs ////////// Client: Toyota Motor Europe (TME)
Vice President Product Strategy and Marketing: Andrea Carlucci
Lead Client: Olga Sondar, Head of Toyota Brand Strategy and Marketing Communications Senior Client: Marine Martirosyan, Manager Toyota Brand Strategy and Marketing Communications
Senior Campaign Manager: Oksana Imschoot, Annegrethe Nielsen
TGR Client: Jan Verhaegen
Creative Agency: T&P Media Agency: T&P CCO: André Moreira
Executive Creative Director: Micky Tudor
Group Creative Director: Jim Stump
Senior Creatives: Andreas Lefteris and Élson Rodrigues
Designer: Mitch Baitey
Global Client Lead: Kate Mottram
Client Lead: Gavin Fullick & Kathrin Hackett
Business Director: Stephanie King
Senior Project Management: Jane Egan
Chief Production Officer TME & LED WPP Production: Charles Crisp
Head of Integrated Production WPP Production: Anna Green
Senior Producer WPP Production: Bartek Morski
Producer WPP Production: Luc MacMahon
Production Company: WPP Production
Director: Kit Lynch-Robinson
DoP: Mik Allen
Interior Cameras: Jon Shepley @ Creokinetics
Service Production Company: Central Films Dubai
Executive Producer: Karen Coetzee
Editor: Matt Chodan
Post Production VFX,Color & Sound: Coloroffon Warsaw
Executive Post Producer: Karolina Koszewska
