Toyota Australia has collaborated with Publicis Groupe's Saatchi and Saatchi to launch a new integrated campaign for its HiLux,

The campaign, titled 'You Don’t Send a Ute to Do a HiLux Job', highlights the vehicle's quality, durability and reliability, positioning it as the benchmark for every other ute.

The hero film was directed by Tim Bullock from Scoundrel, with the campaign to be activated across key sponsorships, OOH, broadcast, BVOD, digital, radio, in-store, CRM and social, with further extensions to follow.

Media for the campaign was handled by Publicis Groupe media agency Spark Foundry, with Scoundrel responsible for production.

General Manager, National Marketing Division, Toyota Australia, Vin Naidoo, said: "HiLux holds a special place in the hearts of Australians – it’s always there, day in and day out, no matter what with its signature quality, durability and reliability. Owners have relied on HiLux to succeed where others haven’t been up to the task."

Chief Creative Officer, Saatchi & Saatchi Australia, Avish Gordhan, said: "There are lots of utes out there that look the part. Those regular utes can do regular jobs. But we heard so many stories of people who, when they found themselves in a pickle, needed a HiLux to bail them out. This campaign tells that story with tongue planted firmly in check. The warning is clear: Don’t send a ute to do a HiLux job."