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Made of stern stuff: Why Toyota Hilux and the Springboks are cut from the same cloth

Toyota South Africa Motors (TSAM) recently announced a three-year partnership with the Springboks, resulting in the clever concept of “Legendary Toughness Meets Legendary Toughness.

This idea, created by TSAM’s previous advertising agency, FCB, and spearheaded by Executive Creative Director Tian Van Den Heever, highlights the shared qualities of the Toyota Hilux and the Springboks as iconic symbols of South African resilience and strength.

In a lively television commercial, which you can watch, five renowned Springbok players – Malcolm Marx, Jesse Kriel, Willie le Roux, Pieter-Steph du Toit, and Lukhanyo Am – engage in a high-energy script that showcases their toughness by taking on an equally formidable opponent,


“The Toyota Hilux has always been a trailblazer in the bakkie category. And if there’s a team that can match the ultimate bakkie, it’s the Bokke. So, what better way to solidify Toyota’s sponsorship of Springbok Rugby than by bringing these two icons together and showing South Africa the incredible results that occur when Legendary Toughness Meets,” explained TSAM’ Senior Manager of Advertising, Tasneem Lorgat.

Directed by Hylton Tannenbaum of Bioscope Films, the hero TVC for this campaign made its debut during the Currie Cup Final on July 24, coinciding with a victory for the Toyota Cheetahs at their home turf, Toyota Stadium.

To capitalize on the excitement leading up to the Rugby World Cup 2023, TSAM’s current advertising agency, Publicis Groupe, has devised a strategic media plan for the campaign.

This plan includes a mix of traditional and online content across various platforms to reach a wide audience.

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