Bakkie adverts have all become the same; manufacturers show off their bakkie-brawn, display their [touch screen] inches and finally kick up some loose sand. Queue logo and pay-off line and they consider the job done!

Amidst pressure from competitors on both performance and price, we decided to do the opposite and focus on aspects they could never own – the Toyota Hilux's Hiluxness.

Looking at our competitors' ads, we pulled a power move, and for the first time in Toyota's history, shot a Hilux ad...sans a single new Hilux.

We drew inspiration from the stories of real Hilux owners and made an ad that showed the brand's quality, durability and reliability – all through the eyes of a loving grandpa and his little grandson, metaphorically representing the brand and its consumers.

Our campaign line, 'It's not a bakkie, it's a Hilux' not only encapsulated the feeling of owning a Hilux, but more importantly, set us apart from the blingy promise of our competitors.

We redefined the category, put the Hilux in a class of its own, and reignited the love for the most South African car of them all.
Our campaign proved that the Toyota Hilux is not just a bakkie.