Toyota Australia Launches New Campaign for Hilux Showcasing the Power Of An Unbreakable Connection with Saatchi & Saatchi

In the humorous and oddly touching new Toyota Australia campaign ‘HiLux In The Middle’, Scoundrel director Tim Bullock collaborates with Saatchi & Saatchi Australia to showcase the enduring bond Toyota HiLux owners have with their truck. The film tells the story of a couple going through a separation who discover, despite the bumps in the road, that their unbreakable connection with their Toyota HiLux makes it difficult to stay apart.

Vin Naidoo, Toyota Australia chief marketing officer said, “We know that Australia has a special relationship – an unbreakable connection, you could say, with the Toyota HiLux, built up over 50 years and is certainly one we are very proud of.”

Steve Cochran, chief creative officer, Saatchi & Saatchi added, “There’s a hugely strong legacy of work for HiLux in Australia. The opportunity to continue that is both a privilege and a kind of responsibility. We certainly hope the country thinks we’ve done that legacy proud with this fun new iteration.”