Cannes Lions
SAATCHI & SAATCHI , Auckland / TOYOTA / 2009
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Hilux is a utility vehicle/truck built to withstand the roughest treatment. It’s driven mostly by tough labourers and farmers. This campaign focuses on the drivers. By showing how harshly they treat everyday objects it demonstrates just how durable the Hilux must be.The voice of the men in these ads are deliberately deep and tough with strong working class accents.
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