"In A Pickle"

14 November 2024

60s

Bugger 2.0

Repeat after Keith: never send a ute to do a Hilux job. This spot for Toyota Australia sees a couple of blokes get called to tow their mate out of a rather deep ditch, only to discover many have tried (and failed) to do so already. It’s classic Antipodean humour from Scoundrel’s Tim Bullock, with a more than subtle nod to Nu Ziland’s classic ‘Bugger’ Hilux ad from the 90s.

A total of four vehicles are pulled out of the puddle - a tow truck, a police vehicle with its sirens still on, a tractor, and finally the original Hilux that got into the pickle (back in ‘99) - and each comes out completely covered in mud but with their drivers’ still spotless. The clarity of the creative and its overly straight-faced delivery, on top of the homage to the brand’s previous hit, makes this comedic spot thoroughly enjoyable.

Australia

Cars