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Hilux print campaign stresses toughness rubs off

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.

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 talks to two sub-segments of Toyota's 25+ years A-income market.

For the farmer's favourite, the Single Cab, the bakkie 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 who value the safe and secure storage space behind the front seats, 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.

Draftfcb Johannesburg Credits:
Creative Agency: Draftfcb Johannesburg
Business Unit Director: Mike Di Terlizzi
Account Manager: Greg Baker
Executive Creative Director: James Cloete
Creative Director: Tian van den Heever
Art Directors: Kyle Schoeman and Neelesh Vallabh
Copywriters: Mohlalifi Lentsoane and Nerine Gardiner
Strategic Planner: Justin Cloete
Art Buying: Adrienne Du Plooy
Media Planner: Gwen Bezuidenhout
Photographer: Clive Stewart
Post-Production: FINSET

Toyota South Africa Credits:
General Manager: Marketing Communication - Kerry Roodt
Senior Manager: Marketing communications and planning - Pieter Klerck
Advertising Manager - Astika Chetram

20 Jun 2012 11:15

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