Toyota is embracing tough love with a comedic twist in its latest campaign for the HiLux. Titled In a Pickle, the ad flips the typical utility vehicle narrative by showing what happens when you bring the wrong ute to do the right job and it’s not pretty.
Conceptualized by Saatchi & Saatchi Australia, the campaign leans into Aussie wit and real-world grit. The central message? Not all utes are built equal, and when the going gets rough, you better hope you’re behind the wheel of a HiLux. The film follows a series of escalating dilemmas, from everyday mishaps to full-blown misadventures where lesser vehicles simply can’t keep up. Enter the HiLux: the unsung hero, the fixer, the one that doesn’t flinch.
Shot with cinematic flair and a deadpan tone, the spot doesn’t need to shout. It lets the situations and the competition’s shortcomings do the talking. It’s an entertaining, tongue-in-cheek reminder of why the HiLux has earned its reputation for resilience.
What elevates this campaign is its multi-channel rollout. From billboards to in-store placements and scroll-stopping digital teasers, In a Pickle delivers laughs and brand equity in equal measure.
Key Takeaway:
Toyota shows that toughness doesn’t have to be loud. With sharp humor and relatable chaos, In a Pickle makes a memorable case for why HiLux is the ute you want when things go south.