Draftfcb Johannesburg behind the latest Hilux print campaign

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Draftfcb Johannesburg behind the latest Hilux print campaign

Published: 20 June 2012

A new print campaign from Draftfcb Johannesburg for the new Hilux barrels down the ‘Beyond Tough’ tracks hacked out by previous campaigns for South Africa’s favourite bakkie.

Draftfcb Johannesburg behind the latest Hilux print campaign

Put together by executive creative director James Cloete, creative director Tian van den Heever, art directors Kyle Schoeman and Neelesh Vallabh and copywriters Mohlalifi Lentsoane and Nerine Gardiner, the campaign aims to talk to two sub-segments of Toyota’s 25+ years A-income market.

For the farmer’s favourite, there is the Single Cab, the bakkie which is depicted in a farm yard where its toughness has rubbed off on the chickens. Without even ruffling a feather, they are busy seeing off a predatory jackal from the yard.

The Xtra Cab, a bakkie favoured as a work horse by leisure professionals, is shown alongside a seasoned fisherman and his young daughter. Thanks to the halo effect of the Hilux, she’s just landed a giant octopus with her flimsy fishing net and is stuffing it into her tiny bucket.

“’Beyond Tough’ has been the Toyota Hilux’s call sign for numerous seasons. It lends itself to both enduring and endearing executions – pretty much like the bakkie itself,” said Cloete.

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