Toyota has launched the new Hilux 2012 in New Zealand with “Tougher Than You Can Imagine”, a campaign with a fantastic storyline. The new campaign, rolled out on Facebook and on television during the All Blacks vs France Rugby World Cup match, continues the unbreakable theme. The commercial at the centre features a Hilux driver who drives his ute over a mountain, through a valley, deals with a cyclone, flood, landslide and volcanic eruption before engaging with an armed boar and spray painting chimp. The integrated campaign includes point of sale and digital elements, along with a participation feature that will launch over the summer.
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The Tougher Than You Can Imagine campaign was developed at Saatchi & Saatchi New Zealand by executive creative director Antonio Navas, creative director/copywriter/art director Scott Huebscher, agency producer Jane Oak, head of strategy Murray Streets.
Filming was shot by director Leo Woodhead via Thick as Thieves with executive producer Nik Beachman, producer Nikki Smith, director of photography Ginny Loane, production designer Kim Jarett, editor Peter Sciberras, colorist Pete Ritchie, VFX supervisors Damon Duncan, Rhys Dippie and Stefan Coory.
2D post production was done at Blockhead by VFX artists Stefan Coory, Mike Robinson, Nigel Mortimer, Andrew Stewart, VFX producer Angela Jackson Betts.
3d Post Production was done at Assembly by 3D artists Damon Duncan, Gary Sullivan, Geoff Kirk-Smith, Rhys Dippie, Paul Jakovich.
Audio post production was done at Liquid Studios by sound designer/mixer Craig Matuschka. Music, “In the Hall of the Mountain King”, by Edvard Grieg, was arranged by Peter Van Der Fluit.