In 2022 Toyota South Africa Motors (TSAM) announced a three-year partnership with the Springboks, and from this partnership the creative idea of “LEGENDARY TOUGHNESS MEETS LEGENDARY TOUGHNESS” was born.
Conceptualised by TSAM’s preceding advertising agency, FCB, and led by Executive Creative Director, Tian Van Den Heever, the campaign stems from the idea that Hilux and the Springboks are South African icons who are also examples of ultimate toughness. The duo symbolise the epitome of resilience, and strength, and are by far unrivalled in their fields.
The television commercial (TVC), which can be viewed [here], features 5 iconic Springbok players: Malcolm Marx, Jesse Kriel, Willie le Roux, Pieter-Steph du Toit, and Lukhanyo Am, in a high-energy script showcasing the Bokke taking on a rival of equal toughness – the Hilux.
“The Toyota Hilux has always led the way in the bakkie category. And if ever there was a team to match the ultimate bakkie, it would be the Bokke. So, what better way to cement Toyota’s sponsorship of Springbok Rugby than to bring these two icons together, and to show South Africa what happens when Legendary Toughness Meets,” says Toyota South Africa Motors, Senior Manager of Advertising, Tasneem Lorgat.
The hero TVC for the campaign, directed by Hylton Tannenbaum of Bioscope Films, first aired during the Currie Cup Final on 24 July – which was further elevated by a cup win for the Toyota Cheetahs at their Toyota Stadium home turf.
TSAM’s current advertising agency, Publicis Groupe, developed a strategic media plan for the campaign to coincide with the Rugby World Cup 2023 activity including its build-up. The campaign takes a cross-platform approach with a variety of content created for traditional and online media platforms.