Toughness is inherent to all South Africans and South Africans know what's needed when there's tough to be done. The Toyota Hilux has aimed to become ingrained in communities' everyday lives and to be a testament to the toughness, reliability, strength and grit that see South Africans rise above their challenges, says the brands.

Inspired by everyday South Africans, Publicis Groupe Africa's Studio One team wanted to showcase the heart and soul of the lived experience in South Africa. To do this, three film pieces were conceptualised to intentionally portray different cultures and experiences, while also echoing the common experiences and toughness and grit that South Africans show every day.

Award-winning Film Director Amr Singh, who is known for his visuals and storytelling, directed the three Hilux pieces produced in Afrikaans, English and isiZulu. A full cast, stirring words, and Singh's vision aimed to encapsulate the grit and resilience that South Africans pride themselves on. From early mornings to long hours at work. From touching family moments, to helping others in need. In every instance, the New-Generation Hilux aims to be there, adds the brand.

"We wanted to create an ad that celebrates our country and people. The New-Generation Hilux campaign is first and foremost a celebration of South Africans' toughness, before it shows the Hilux's role in helping them when there's tough to be done," says Peet Engelbrecht, Executive Creative Director at Studio One.

The New-Generation Hilux, with its completely refreshed exterior and interior, is now available from Toyota dealerships nationwide. And, like the Hilux generations before, the New-Generation Hilux will also be built on South African soil, at Toyota South Africa Motors' Prospecton Plant in Durban, says the brand.

New-Generation Hilux drivers can experience a redesigned cabin, while improved ergonomics, enhanced suspension tuning and electric power steering aim to ensure comfort, stability and control on any terrain. The connectivity and Toyota Remote features available through the MyToyota App also aims to create a premium and intuitive driving experience, adds the brand.

"The New-Generation Hilux remains rooted in its legacy as a workhorse that is tough enough to tackle anything South Africans can throw at it. Through this campaign, we wanted to celebrate the different ways in which South Africans from all walks of life use the Hilux, while also positioning it as an intuitive and lifestyle-oriented drive," concludes Rethabile Bopape, Advertising Senior Manager at Toyota South Africa Motors.

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