Toyota Hilux - You’ll Be Fine
The Toyota Hilux is indestructible. Top Gear had famously shown how it could be being drowned or blown up and still keep going.
Clearly, the next reasonable challenge was a zombie apocalypse.
Inspired by podcast storytelling, I wrote a series of sequential radio ads that would build out the drama of this apocalypse week by week. And using localised data, I made it so the action was happening in your local town, calling out notable landmarks.
We sold a bunch of trucks, won some awards and were just gearing up for season 2 when the actual apocalypse hit…
