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.