The Hilux is synonymous with its legendary toughness, and now with the launch of the all-new Hilux GR-Sport, that phrase has never been truer. In 2019 the first Hilux GR-Sport was introduced to SA as a limited edition, but now a new bakkie has emerged with improved power and styling.
When Toyota South Africa investigated the target audience’s mindset, they knew they needed to give Hilux fans everything they love about this bakkie and more. So, the Hilux GR-Sport was born. Bred from Toyota Gazoo Racing, GR vehicles are created with the ambition to develop ever better cars that are fun to drive.
Taking that into account, FCB Joburg added a creative lens onto the Gazoo Racing acronym, GR, by transforming it into GRRR. This device lends itself to the epic sound of a highly tuned engine, perfect for transforming the ordinary into the extraordinary.
“The all-new Hilux GR-Sport is fierce from all angles,” said Tasneem Lorgat, Senior Manager of Advertising at Toyota SA Motors. This bold bakkie boasts improved engine performance delivering 165 kW of power. Gazoo Racing-inspired touches bring this beauty to life with a redesigned front bumper, impressive black grille, intricate red stitching and 17” alloy wheels.
The task to the creative team was to develop a campaign that shows how the GR-S version of the Hilux featured a whole new dimension of Toughness by fusing it with performance. That’s why when developing the narrative for this campaign, FCB Joburg put the pedal to the metal by delivering a TVC that showcases the Hilux GR-Sport in all its aggressive glory.
“Our plan was to take SA’s favourite bakkie and turn it on its wheels to attract our more adventurous customers. We wanted to show off the transformative power of the Hilux GR-Sport in its all-new, extraordinary Gazoo Racing form,” said Tian van den Heever, ECD of FCB Joburg.
The TV ad also does a great job of showing off the incredible capabilities, power, and styling of the all-new Hilux GR-Sport.
You can watch the ad here;Â https://youtu.be/hoVRGPdo6po
The launch comprises multiple touchpoints, spanning all above-the-line channels and below-the-line content.
For more information, contact your closest Toyota dealer and book a test drive in the all-new Hilux GR-Sport with more power, more torque and more GRRR than ever.
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Credits:
Creative Agency: FCB Johannesburg
Group Chief Executive: Brett Morris
Executive Creative Director: Tian van den Heever
Creative Director: Jonathan Wolberg
Business Unit Director: Wendy Lundie
Senior Manager of Advertising: Tasneem Lorgat
Brand Manager: Buyisiwe Khanyile
Art Director: Mark Livni
Copywriter: Shannon Koor
Communication Strategic Planner: Antonio Petra
Digital Strategic Planner: Langelihle Sithole
KAM: Sibusiso Zondo
TV Producer: Nakita Bolus
Production House: The Redhead’s Studio
Director: Tian van den Heever
Post-Production: Tessa Ford
