Saatchi & Saatchi NZ's Toyota Hilux ad

To launch the all-new 2012 Hilux, Toyota New Zealand (via Saatchi & Saatchi New Zealand) has launched a new campaign titled ‘Tougher Than You Can Imagine'. The idea launched online to the Toyota Facebook community, with the TV breaking during the recent France vs. All Blacks game. The ‘Tougher Than You Can Imagine' idea is rolling out across Facebook, YouTube, Print, Outdoor, Point of Sale and TV over the next month, with a participation idea over summer.

Saatchi & Saatchi New Zealand CEO Nicky Bell says, "The campaign is the next expression of the famous Hilux ‘Unbreakable' positioning that has been fuelled in the past by such great campaigns as ‘Crumpy and Scotty', ‘Bugger' and ‘Bulls'. We're pleased Kiwis are enjoying this as much as they did those."

Toyota General Manager of Marketing Neeraj Lala said, "The campaign has already been fuelling great Hilux conversations around New Zealand with thousands of hits on YouTube, along with fantastic comments across our social media platforms."

See the TVad at: http://www.youtube.com/watch?v=JspHqoegTkc