Campaign details

Brand: Toyota Hilux
Brand owner: Toyota
Agency: m/SIX
Country: United Kingdom
Industries: Vans, Trucks, RVs
Media channels: Online display, Outdoor, out-of-home, Radio & audio
Budget: 500k - 1 million

Executive summary

Back in 2003, Clarkson and his Top Gear sidekicks gave the Toyota Hilux an absolute kicking: they crashed it, drowned it in the Channel, set it on fire and finally placed it on top of a 23-storey building, which was then demolished. Surprisingly, the Toyota Hilux rose from the ashes, was restarted and hailed as invincible – the toughest ever pickup truck.

In 2018 and the pickup market was growing at a rate of 15% year on year. More manufacturers entered the market and pickups quickly became a viable alternative to SUVs. Popularity grew further because of commercial vehicle tax benefits, effectively 'stretching' the traditional audience.