The Pied Piper

For more than five decades, HiLux has been part of Australian life - from rugged farms and bustling worksites, to coastal tracks and suburban streets.

Now, the new HiLux takes that legacy forward with tougher styling, upgraded technology and enhanced capability. Designed in Australia, built for the way Australians work and play today without compromising on the durability they expect.
To celebrate this evolution, Toyota Australia and Saatchi & Saatchi Australia have created a new chapter in the ‘Don’t send a ute to do a HiLux job’ platform.
In the hero film, dozens of dogs - the ultimate symbol of loyalty - abandon their owners’ utes and leap into the tray of the new HiLux in a playful demonstration of the loyalty HiLux inspires.
Vin Naidoo, Chief Marketing Officer, Toyota Australia says: “In Australia’s heart, one name stands tall - HiLux. It’s tough, loyal, and ready for anything, just like man’s best friend. We know customers are going to be impressed with the styling and technology updates, and that the HiLux will continue to be an iconic Australian ute.”
Says Mandie van der Merwe, Chief Creative Officer Saatchi & Saatchi AU, “HiLux has earned a unique kind of loyalty in Australia. It’s not just a ute. Its dependability has earned it a reputation as a part of people’s lives. With the new HiLux, we wanted to celebrate that loyalty and have a bit of fun with it. In our film, even the most loyal sidekicks ditch their owners for a ride in a HiLux. And honestly, Aussies will find it hard to argue with their taste.”
With media led by Spark Foundry Australia, the multi-channel campaign rolls out across the summer on TV, OOH, digital, radio, in-store, and social, with further extensions to come.