Toyota asks drivers to Hilux responsibly

About this advertising video

What happens when a vehicle seems capable of almost anything? In “Please Hilux Responsibly”, Toyota turns that question into a cinematic, deadpan and knowingly exaggerated campaign. Confidence at the edge The films follow Hilux drivers whose faith in the vehicle is so complete that impossible situations become part of an ordinary day. Reported scenarios include a picnic beside a snowy mountain drop, driving through crocodile-infested water and turning the load bed into a hot tub. Volcanoes, cliffs and tornadoes expand the visual scale. Each precarious setup is both absurd overstatement and a playful proof of the pickup’s capability. A warning, not a boast Instead of another conventional display of toughness, Toyota adopts the language of a public-service announcement.