New TVC For Hilux Builds On Toughness Rubs Off Proposition

Posted: January 15, 2014

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.Johannesburg - Toyota Hilux Dakar 1 - small

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:

Johannesburg - Toyota Hilux Dakar 2- small

The shoot took place in the desert at Walvis Bay in Namibia over 5 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.

Johannesburg - Toyota Hilux Dakar 3 - small

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’.

Johannesburg - Toyota Hilux Dakar 4 - small

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

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.”

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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