Life is full of ups and downs (Aaaah’s and yeaaah’s). But the “downs” in these ads are only ever the illusion of a challenge with the stories only going from better to better. They relate to the attitude of the Toyota Hilux driver who is ambitious, confident and ready to conquer all of life’s challenges. The up-down nature of the executions and the stories themselves embody the joy of the Hilux’s Hill Assist feature, which turns any uphill into just another road.