Toyota’s HiLux Wins Hearts with a Dog-Led Loyalty Campaign in Australia

Toyota Australia has launched a playful new campaign for its latest HiLux, created with Saatchi & Saatchi Australia, celebrating the ute’s legendary loyalty—this time through an army of dogs. The 60-second hero film, “The Pied Piper,” humorously reimagines the medieval tale, following a driver whose HiLux irresistibly attracts dogs wherever it goes.

As the vehicle passes utes and buildings, dogs leap into the HiLux tray, abandoning their owners to pledge allegiance to the new model. The light-hearted film marks the next chapter of Toyota’s “Don’t send a ute to do a HiLux job” platform, first introduced in 2024.

Backed by media agency Spark Foundry Australia, the multi-channel campaign will roll out across TV, social, digital, radio, in-store, and out-of-home throughout summer. The work reinforces HiLux’s status as an iconic Australian ute—tough, dependable, and loved like man’s best friend.