Capturing the ‘Passion, Dynamism and Fun’ of Driving the Toyota Hilux with T&P

As iconic vehicles go, the Toyota Hilux has surely earned its place in the canon thanks to its status as practically indestructible. Despite the best efforts of Jeremy Clarkson and a Colombian earthquake, the Hilux is always ready to tackle any terrain, weather conditions or natural disasters.

This concept is embedded throughout the newest campaign by T&P, the biggest ever by Toyota in terms of assets. As the 60 second hero film showcases the car being driven in a myriad of extreme situations, including to an active volcano, through crocodile-infested waters, up a sheer cliff face, chasing a tornado, and towing a boat through city streets. Not only does it bring a sense of fun and playfulness to a long established car brand, it also appeals across the broad European market.

Each of these events, all accompanied by the tagline ‘just because you can, doesn’t mean you should’, are also available as separate 15-second social segments, designed to be edited together in any sequence depending on what translates best in each market.

“The work on Toyota is becoming more and more consistent in its execution, so it’s visual but with a common analogy about the products that can just translate across all markets really easily,” T&P group creative director Jim Stump explains. Toyota manager of brand strategy & marketing communication Marine Martirosyan emphasises the challenges for catering to different customer needs across countries as diverse as Germany, Italy, Norway, and Kazakhstan. This challenge was tackled with the decision to create a “patchwork of different scenarios” brought together in one story to tell one truth - that while the Toyota Hilux will emerge unscathed from any crazy scheme, the driver may not be so lucky.

Jim adds that some of the more unique scenes were inspired by real-life social media clips of Hilux drivers attempting some interesting stunts, such as creating a hot tub in the load bed or balancing far too many building pipes in the back. Although the teams at Toyota and T&P naturally cannot recommend trying this for yourself, it demonstrates the love and affection that already exists for the “jewel in Toyota’s crown”, as well as how to stand out in the crowded market of car advertising.

Shooting for the campaign took place a few intense days in South Africa in January, as the team was faced with constructing backdrops including a snowy mountain range in the summer heat. CGI and AI effects were incorporated alongside the footage to create the end result. A rally car morning shoot in the Middle East coinciding with the Dakar Rally in Abu Dhabi has also been released as part of the campaign, featuring a “fish-out-of-water” lawyer explaining the updated terms and conditions while being taken for a wild spin through the desert sand dunes by a professional rally driver.

Driving in Europe is often the most practical way to get across its thousands of miles of territory, especially since the covid-19 pandemic, points out Annegrethe Nielsen, brand strategy & marketing communication at Toyota. But for the team it was just as important to capture the “passion, dynamism, and fun” of the vehicle, as Marine explains. “The car is an emotional product,” she states. “It’s a space that gives you time and freedom.”

Traditional car advertising can be a difficult space to navigate, with numerous competing messages surrounding speed, efficiency, style, and enjoyment all needing to be communicated. In this campaign the balance is perfectly struck, giving the driving experience a sense of humour as well as demonstrating why consumers keep coming back to the “invincible” Hilux.