Toyota unveils next chapter of HiLux with loyalty-led summer campaign

Toyota Australia has unveiled the next chapter of its long-running HiLux story, rolling out a new national campaign to mark the arrival of the latest generation of the iconic ute.

The new HiLux features tougher styling, upgraded technology and enhanced capability, continuing a model legacy that has been embedded in Australian work and lifestyle culture for more than 50 years. Designed in Australia, the vehicle has been developed to reflect how Australians work and play today, without compromising the durability the nameplate is known for.

The campaign builds on Toyota’s established ‘Don’t send a ute to do a HiLux job’ platform, using humour and emotional storytelling to reinforce the brand’s positioning around toughness and loyalty.

At the centre of the campaign is a hero film featuring dozens of dogs - a symbol of loyalty - abandoning their owners’ utes to jump into the tray of the new HiLux. The creative device is used to underline the deep attachment the vehicle has built with Australian drivers over generations.

Toyota Australia chief marketing officer Vin Naidoo said the new HiLux continues to hold a unique place in the Australian market.

“In Australia’s heart, one name stands tall - HiLux. It’s tough, loyal, and ready for anything, just like man’s best friend,” Naidoo said. “We know customers are going to be impressed with the styling and technology updates, and that the HiLux will continue to be an iconic Australian ute.”

Saatchi & Saatchi Australia chief creative officer Mandie van der Merwe said the campaign was designed to celebrate the emotional connection Australians have with the vehicle.

“HiLux has earned a unique kind of loyalty in Australia. It’s not just a ute. Its dependability has earned it a reputation as a part of people’s lives,” van der Merwe said. “With the new HiLux, we wanted to celebrate that loyalty and have a bit of fun with it.”

The multi-channel campaign is rolling out across summer, spanning TV, outdoor, digital, radio, in-store and social channels, with further extensions planned.

Media planning and buying is led by Spark Foundry Australia.