Toyota Hilux – Bugger!
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A series of improbable farming accidents draw the infamous expletive "bugger" from the recipients.
John Plimmer of Saatchi & Saatchi recalled: "The final commercial stemmed from one of the points in the brief: Simply, that the new Hilux was more powerful than before. And we got to thinking, what if it was more powerful than the farmer was used to? And what if, as a result, accidents happen? And what would the farmer’s reaction be? 'Bugger!'" – Howard Russell, "Advertising Campaigns: The Fab Five," AdMedia, August 2003.
Catalogue Reference C25270
Production Company: Saatchi & Saatchi
Director: Tony Williams
Client: Toyota Hilux