• Submit news
  • Advertise & rates
  • Contact us

Subscribe to industry newsletters


Press offices

Enquire about a press office
Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Advertise with us
Advertise & RatesMy Account
Company press officeList company
Recruitment packagesSubmit job ad
Download ratecard
Advertising company news

New TVC for Hilux builds on 'Toughness Rubs Off' proposition

Toyota South Africa has added another television commercial to its 'Toughness Rubs Off' campaign for the Toyota Hilux.
Featuring Lilani, the pretty but tough character who featured in the previous advertisements, this execution leverages Toyota's sponsorship of the Dakar Rally and gives South Africans a chance to win a Toyota Hilux Dakar Edition.

The television commercial was created by Draftfcb Johannesburg's team of Chief Creative Officer Brett Morris, Creative Director Tian van den Heever, Art Director Kyra Antrobus and Copywriter Mohlalifi Lentsoane, and directed by Juniper of Bioscope Films.

It shows Lilani being ridiculed by male drivers at a seriously tough Hilux driving school in the desert. Of course, she soon puts them in their place with her skill and determination behind the wheel. The 40 second advertisement can be viewed here: http://www.youtube.com/watch?v=zRM02Tb5Qs0

The shoot took place in the desert at Walvis Bay in Namibia over five grueling days when the Toyota Imperial SA team were conducting the testing and preparations for the 2014 Dakar rally.

Directed at the Toyota Hilux target market of 25-49 year old males, the advertisement forms part of an integrated through-the-line campaign devised by the agency and Hellocomputer, its digital specialist partner company.

Print, press and billboard stills were also shot on location; with their task being to drive the target market to the Toyota website which features the competition challenging participants to pass a learner's driving test at the 'Hilux Toughest Driving School'.

The competition spans over 13 weeks, with one question being posed each week. The entrant has to answer all questions correctly to be included in the draw to win a Toyota Hilux Dakar Edition at www.toyota.co.za.

Concluded Senior Manager: Marketing Communications and Planning, Pieter Klerck: "Lilani is proving to be a very effective spokesperson for the Toyota Hilux, winning the hearts and minds of the target audience with ease."

"Not only does she break through the clutter on our small screens by 'telling' an unexpected story but she also leaves us with a smile in the way she handles her protagonists."

Credits:

Client: Toyota South Africa
Brand: Toyota Hilux
Pieter Klerck

Creative agency: Draftfcb Johannesburg
Executive Business Director: Mike Di Terlizzi
Account Director: Greg Baker
Chief Creative Officer: Brett Morris
Creative Director: Tian Van den Heever
Copywriter: Mohlalifi Lentsoane
Art director: Kyra Antrobus
Strategic planner: Tim Alleman and Ashleigh Albertyn
TV production: Barbara Clarke
Media planners: Gwen Bezuidenhout & Thulani Nombewu
Production companies: Bioscope Films and Blade
Director: Juniper
Producer: Daniel Kaplan
Post-production: Left Production
Blade
Freq'ncy



    
 

FCB South Africa's press office

FCB South Africa
FCB South Africa is the country's largest marketing communication group. Through its offices in Johannesburg, Cape Town and Durban, and utilisation of an integrated business model, it offers clients expertise in the multitude of communication channels available to marketers today.
Noel le Roux
What is the full name of the girl in the Hilux ad with Giniel and has she appeared in ads for other products/companies?
Posted on 13 Jan 2014 18:23
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.

Related news