Joanne Hodgson alerts us to a Hilux commercial featuring Leonard Cohen’s You Got Me Singing. According to “Toyota redefines tough in its newly launched Hilux campaign via Saatchi & Saatchi, NZ” in Campaign Brief (Jan 20, 2017):
Toyota New Zealand has released a new campaign today for the rebuilt Hilux, that centres around a story of Kiwi mateship, created by Saatchi & Saatchi, New Zealand.
Says Corey Chalmers, ECD, Saatchi & Saatchi: “The new Hilux redefines what toughness means. At the same time, the idea of the staunch Kiwi bloke is going through a bit of a change as well. We wanted to reflect this new world in a tale of a mates helping mates – not just by towing something, but helping them through good times and bad. So while Kiwi blokes are often men of few words, when it’s time to chat things out, a decent hitout in a Hilux can be just the tonic to help them get through the rough stuff.”
The campaign will run across TV, online, press, digital, social and POS. A 90″ version of the TVC will air this Sunday night.