Devised by the creative team of Gerhard Myburg (creative director), Catherine Thomson (copy writer - print advertising, Ian Smith (copywriter – radio) and Mimmi Cooper (copywriter –radio), the double page spread depicts a group of happy tourists on holiday posing in front of a magnificent mountain landscape.
But, a closer looks shows that Toyota Land Cruiser 70 has ‘traded in’ the svelte, willowy models historically chosen by marketers to grace their advertising for a more realistic group. This reinforces one of the vehicle’s major selling points; that is, that the Land Cruiser 70 is an indestructible workhorse, vehicle is guaranteed to get the job done, ton after ton, day after day, on- and off- road.
Myburg explains further: “As a brand, Land Cruiser has been in existence since 1951, so it deserves our respect. Added to this are its indestructible nature and 4x4 capabilities. It’s a vehicle that can conquer any terrain to take the adventure enthusiast and fellow passengers anywhere they want, to help the farmer, the builder, the miner get the job done every time, on time.
“We think the visual tells this story in a fun, yet relevant, manner, one that breaks the mould of traditional ‘glamour’ and ‘in situ’ advertising.”
This execution is running in several consumer magazines – such as car, Getaway, Wegbreek/Go, Rugby World, SA Wild/Game, SA Jagter/Hunter and Complete Fly Fishing – during May and June. Another execution highlighting the features that a farmer or factory owner would utilise will run in titles like Engineering News, AutoNews, Landbouweekblad, Farmers Weekly, Agri SA, Senwester, SA Graan and Pro Agri.
The print campaign is complemented with a burst of radio advertising. Playing to radio’s ‘theatre of the mind’ character, it essentially tells listeners that nothing fazes those in a Land Cruiser 70 driver; they are as invincible in the vehicle.
Three men are driving through what is obviously an inhospitable environment but, try as he might, the ‘guide’ can’t spook the ‘tourists’. In fact, as they ask for clarity about the directions, you can hear their eagerness to get to there … and the commercial wraps up with “Very little looks dangerous from the invincible Land Cruiser 70 Pickup, with front and rear diff lock. Now also available as a Station Wagon”.
English and Afrikaans versions are currently flighting on most SABC stations.