The Legend of Hilux Continues with Toyota South Africa Motors and Publicis Groupe Studio One’s New Campaign for the Hilux Legend 55
When it comes to pairing lifestyle and utility, no “bakkie” in South Africa has stood the test of time quite like the Toyota Hilux. For 55 years, it has been a symbol of reliability, adventure, and resilience — and now, Toyota South Africa Motors (TSAM), together with Studio One, a division of Publicis Groupe, is celebrating this legacy with the launch of the new Hilux Legend 55.
The Hilux Legend 55 campaign is more than just an introduction to a new model — it’s a tribute to the communities, families, and adventurers who have made the Hilux part of their lives.
A Tribute to Heritage and Community
“The Hilux is 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.”
Rethabile Bopape, Senior Manager for Marketing and Advertising at TSAM, describes the new Legend 55 as more than a vehicle:
The new TV commercial, set in a quintessential South African town, cleverly blends humour with heritage. Locals share knowing glances, and the reveal — tied to the wear on their right sleeves — reminds audiences of the strong connection between the Hilux and everyday South African life. The full ad can be watched below.
The campaign also reaffirms the brand’s enduring tagline: “It’s not a bakkie, it’s a Hilux” — now firmly established as part of the Hilux identity.
Creative Vision Behind the Campaign
“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.”
Kate de Bruyn, Creative Director at Studio One, explains:
A Cross-Platform Celebration
The advertising rollout extends across TV, print, out-of-home, radio, and digital platforms, ensuring that the celebration of the Hilux reaches audiences nationwide.
With its striking design, advanced features, and heritage-driven storytelling, the Hilux Legend 55 promises to continue the tradition of being one of Mzansi’s most beloved “bakkies.”
The Legend Lives On
The launch of the Hilux Legend 55 cements Toyota’s position as a leader in both automotive innovation and cultural relevance. More than just a vehicle, the Hilux has become a symbol of strength, unity, and resilience in South Africa. With the new campaign, the legend doesn’t just continue — it thrives.
The Hilux Legend 55 is available now, ensuring that the Hilux legacy is ready for another chapter of adventures on and off the road.
