Toyota HiLux is Pied Piper in Spot Starring Dogs Piling into Tray

Toyota Australia and Saatchi and Saatchi Australia have partnered for a new chapter in Toyota's ‘Don’t send a ute to do a HiLux job’ platform. For more than five decades, HiLux has been part of Australian life -- from rugged farms and bustling worksites, to coastal tracks and suburban streets.

Now, the new HiLux takes that legacy forward with tougher styling, upgraded technology, and enhanced capability. Designed in Australia, the car is built for the way Australians work and play today without compromising on the durability they expect.

In the hero film, dozens of dogs -- the ultimate symbol of loyalty -- abandon their owners’ utes and leap into the tray of the new HiLux in a playful demonstration of the loyalty HiLux inspires.

Vin Naidoo, chief marketing officer, Toyota Australia, said, “In Australia’s heart, one name stands tall -- HiLux. It’s tough, loyal, and ready for anything, just like man’s best friend. We know customers are going to be impressed with the styling and technology updates, and that the HiLux will continue to be an iconic Australian ute.”

Mandie van der Merwe, chief creative officer Saatchi and Saatchi Australia, said, “HiLux has earned a unique kind of loyalty in Australia. It’s not just a ute.

"Its dependability has earned it a reputation as a part of people’s lives. With the new HiLux, we wanted to celebrate that loyalty and have a bit of fun with it. . And honestly, Aussies will find it hard to argue with their taste.”

With media led by Spark Foundry Australia, the multi-channel campaign rolls out across the summer on TV, OOH, digital, radio, in-store, and social, with further extensions to come.