The latest campaign of Toyota’s for the 2024 Hilux Hybrid is making waves in New Zealand—by literally towing its own headlines.
In a bold and creative eye-catching campaign, the iconic truck is pulling a colossal 3.5-tonne steel structure featuring the cheeky proclamation, “JUST A HILUX HYBRID TOWING A 3.5 TONNE HEADLINE.”
This extraordinary feat was brought to life by designer Ben Lockwood and engineer Andrew Turney, with the massive installation constructed from steel, secured with thousands of bolts and welds, and built over two months. Mounted on a custom-built 6-meter trailer, the double-sided headline passed rigorous roadworthiness tests, reinforcing the Hilux Hybrid’s strength and capability.
Watch the Campaign here:
The headline is not just a static display—it’s hitting the road. It has already turned heads during content filming and is now touring nationwide, making stops at events like A&P shows to connect with New Zealand’s rural communities.
It’s definitely a bit unconventional, equipped but seeing drivers lower their windows to capture photos proves this campaign resonates just as much as Hilux’s iconic ads from the past. With a modest budget yet bold aspirations, the team aimed to cement the Hilux Hybrid’s presence in rural New Zealand—and the traveling headline is already driving that success.
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Saatchi & Saatchi New Zealand unleashed their creativity, proving that bold ideas can captivate audiences far and wide. Their innovative campaign masterfully combined striking visuals with compelling product demonstrations, leaving a lasting impression and redefining the art of consumer engagement.
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