Tough takes centre stage in the new Toyota Hilux campaign

Toughness is inherent to all South Africans and South Africans know what’s needed when there’s tough to be done. The Toyota Hilux has become ingrained in communities’ everyday lives and is a testament to the toughness, reliability, strength and grit that see South Africans rise above their challenges.

Inspired by everyday South Africans, Publicis Groupe Africa’s Studio One team, wanted to showcase the heart and soul of the lived experience in South Africa. To do this, three film pieces were conceptualised to intentionally portray different cultures and experiences, while also echoing the common experiences and toughness and grit that South Africans show every day.

Award-winning film director, Amr Singh, who is known for his striking visuals and impactful storytelling, directed the three Hilux pieces produced in Afrikaans, English and isiZulu. A full cast, stirring words and Amr’s vision perfectly encapsulates the grit and resilience that South Africans pride themselves on. From early mornings to long hours at work. From touching family moments, to helping others in need. In every instance, the New-Generation Hilux is there.

Peet Engelbrecht, Executive Creative Director at Studio One, said, ‘We wanted to create an ad that celebrates our country and people. The New-Generation Hilux campaign is first and foremost a celebration of South Africans’ toughness, before it shows the Hilux’s role in helping them when there’s tough to be done.’

The much-anticipated New-Generation Hilux, with its completely refreshed exterior and interior, is now available from Toyota dealerships nationwide. And, like the Hilux generations before, the New-Generation Hilux will also be built right here on South African soil, at Toyota South Africa Motors’ Prospecton Plant in Durban.

New-Generation Hilux drivers can enjoy a redesigned cabin, while improved ergonomics, enhanced suspension tuning and electric power steering ensure comfort, stability and control on any terrain. The seamless connectivity and Toyota Remote features available through the MyToyota App also create a premium and intuitive driving experience.

Rethabile Bopape, Advertising Senior Manager at Toyota South Africa Motors said, ‘The New-Generation Hilux remains rooted in its legacy as a workhorse that is tough enough to tackle anything South Africans can throw at it. Through this campaign, we wanted to celebrate the different ways in which South Africans from all walks of life use the Hilux, while also positioning it as an intuitive and lifestyle-oriented drive.’

The advertising campaign for the New-Generation Hilux extends across TV, cinema, out-of-home, print, radio and digital channels.