Are you man enough for the Toyota Hilux?

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The premise: dramatize the toughness of Toyota Hilux. The creative idea: ‘Not everyone can own a Toyota Hilux – the unbreakable Hilux demands an equally unbreakable driver’. Loved the goofy, deliberately stereotypical portrayal of the macho man and over the top execution.

Agency: Saatchi & Saatchi (Sydney)

While so many automobile ads still drown in the sea of sameness, this one stands out. Such advertising creates likeability for the brand which is a powerful edge over competition.

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