Toyota: Please Hilux Responsibly

Since 1968, the iconic Hilux has built a reputation for conquering the impossible and surviving the unthinkable. From polar expeditions to famous Top Gear destruction tests, the pickup’s legendary durability has spawned a passionate global community of owners who love nothing more than sharing their extreme - and occasionally reckless - feats online.

Now, as Toyota prepares to launch the highly anticipated all-new Hilux and its all-electric version, the brand is issuing a tongue-in-cheek public service announcement to its overconfident fan base: “PLEASE HILUX RESPONSIBLY”

The pan-European campaign focuses on overly confident Hilux drivers whose sense of complete invincibility prompts them to push their tough trucks to the absolute limit in extreme situations.

Inspired by the real-world behaviour of online audiences, the integrated campaign features eight distinct scenarios, which showcase the Hilux's diverse range of new powertrains across B2B, retail, and lifestyle audiences—to prove that the new generation is as stylish as it is capable.

The campaign continues with a follow-up film that sees a Toyota lawyer attempt to read Hilux Terms & Conditions while sat next to TOYOTA GAZOO Racing driver Seth Quintero, as he pushes the all-new GR DKR Hilux to the extreme.