The story behind ‘It’s not a bakkie; it’s a Hilux’

This deep emotional connection is what inspired the ‘It’s not a Bakkie; it’s a Hilux’ campaign. The challenge? Toyota South Africa Motors (TSAM) needed a powerful brand message without the launch of a new model. 

‘When we were briefed to come up with a brand campaign to keep Hilux top of mind, the challenge was that we didn’t have a shiny new toy to put front and centre,’ explains Clayton Swartz, Creative Director at Studio One. ‘It really sent us down a spiral. How were we going to disrupt competitors without having a new vehicle? There were many brainstorm sessions, many different ideas thrown around before we settled on a concept based on the Hilux heritage. At some point we’ve all been in a Hilux, as a passenger or a driver. So, fortunately, we could paint this picture in anyone’s mind without having to show the car.’ 

Inspired by an anecdotal story about a little boy admiring a Hilux, the creative team embarked on the conceptual journey.

The result? A campaign that captures the essence of what the Hilux means to South Africans, even without a single product shot. ‘We were nervous presenting this idea to the client,’ Clayton admits, ‘and were so relieved that they loved what we put on the table.’ 

The TV commercial that has grabbed us all is partly rooted in a true story. Filmed in Darling and its surrounds, it features an everyday South African family. In it, we see a farmer who heads to town to find the perfect birthday present for his grandson, but, disappointed with the lack of substance in the stores, decides to rather make something. The ad concludes with the boy opening his present and, correcting his mom, exclaiming: ‘It’s not a bakkie; it’s a Hilux!’ 

It was important that the family felt real and that they spoke both English and Afrikaans (campaign elements launched in both languages, as well as in isiZulu, isiXhosa and Sepedi), explains Clayton. A hardworking oupa with a soft spot for his grandson, a relatable ouma and a city-dwelling daughter visiting her parents with her son on his birthday make up the family. The biggest challenge was casting the grandson. ‘Many kids auditioned, but this little guy’s performance was just so believable. The moment we saw him, we knew we had the right one.’ 

This authenticity was key to the campaign’s success, as TSAM wanted a story that would resonate with everyday South Africans, ensuring the emotional weight of the message. 

It’s not a bakkie; it’s a Hilux!