Toyota South Africa Launches Hilux Legend 55 Campaign Celebrating Durability and 55 Year Heritage

The new advertising campaign for the Hilux Legend 55 by Toyota and Studio One (a division of Publicis Groupe) aims to introduce the new car, and pays homage to the community that Hilux has built over decades South Africa. This new 'Legend 55' campaign is about celebrating the legacy of the Hilux, says Toyota.

Rethabile Bopape, Senior Manager for Marketing and Advertising for Toyota South Africa Motors, says, "The Hilux is more than a vehicle, it's an integral part of South African life. The importance of the Legend 55 goes beyond its distinctive styling, it stands as a tribute to 55 years of Hilux heritage in our country — a celebration of quality, durability and resilience."

The campaign launches with a TV commercial set in a South African town, where some locals exchange glances of quiet acknowledgement. The two things that all these people have in common is that they own a Hilux and that they all have one very faded right sleeve on their shirts. As the ad unfolds, it's revealed that these two things are intrinsically linked, says Toyota.

The TV commercial also integrates the line, "It's not a bakkie, it's a Hilux," which is a catchphrase coined in the last Hilux TV commercial and is now an asset for the brand going forward, adds Toyota. 

Kate de Bruyn, Creative Director at Studio One, adds, "The Legend 55 is a tribute to everything the Hilux stands for. Staying relevant — and leading the way — for 55 years is an incredible milestone. With this edition, we honour the Hilux legacy, celebrate the community that’s made it iconic, and introduce the next chapter with the Legend 55."

The Legend 55 aims to be another one of Mzansi’s favourite "bakkies." The advertising campaign for the new Hilux Legend 55 extends across TV, out-of-home, print, radio and digital channels, concludes Toyota.

The new Hilux Legend 55 is available now.

For more information, visit www.toyota.co.za. You can also follow Toyota South Africa Motors on Facebook, X, or on Instagram.

*Image courtesy of contributor