Toyota 4X4 Hilux: Water vs Land

Toyota 4X4 HILUX

Advertising Agency: Dentsu Indonesia, Jakarta, Indonesia
Creative Director: Toni Frieza
Art Directors: J. Elias Marendra
Copywriters: J. Elias Marendra
Illustrators: Hendry Sutamrin
Published: August 2009


Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

I love the art, AND the idea, but why do it with sand/water? Could have been so much better I think with road next to mud or somethin, now it looks like it can ride on water. That's what I'm getting from this.

Guto Araki's picture
Guto Araki
158 pencils

I'm not sure... I guess the idea is to make the water look like the sky aswell... like... beach and mountains... maybe.

WillyLatasa's picture
616 pencils

Agree, is an amphibious truck?

"Bright ideas bring better results"

Dwandra's picture
8 pencils

two world 4x4 vehicle?

kamilwoojcik's picture
139 pencils

I think its like, hilux with sea and hilux with mountains (when you turn it).
Nice art.

Brain-Art's picture
1101 pencils

It's different but not ok. Not convincing

yousef.k's picture
91 pencils

i agree its not convincing... the art is good and beautiful but advertising is not just art. plus its hard for people to understand the message without an ad-person explaining it.

blueturtles's picture
239 pencils

it's not just art. there is a concept behind it. i think it works well. when you see it in water, doesn't mean the water is 10 feet deep. just means it can run on water. when you see it upside down, you know it works in mountains. you must be a difficult client. :)

mrckais's picture
417 pencils

so, it can ride on wather? or what am i missing?


silvi's picture
4172 pencils

You can ride everywere you like, This is the idea. And i think it´s brilliant and simple.

Jay121's picture
58 pencils

looks like one product of the shortbread producer "bahlsen" germany... google it and see what i mean...

Jay121's picture
58 pencils

looks like one product of the shortbread producer "bahlsen" germany... google it and see what i mean...

sandhya rao's picture
sandhya rao
217 pencils

Idea is ok but execution is geeky i feel...did'nt like it

Dwandra's picture
8 pencils

some kinda Visual Ambigram?

art.vs.commerce's picture
566 pencils

bit too simple I think. Aren't you telling me what I expect from a 4 wheel drive that it can drive on different terrains?. Bit like telling me telephones are for making calls. I find this boring.

art.vs.commerce's picture
566 pencils

this is a a category ad. What is the point of difference being demonstrated?

naseer's picture
57 pencils

didnt get the idea... although i like the art, could hang it on my living room wall.

Jakarta Jack's picture
Jakarta Jack

This idea should have been done 25 years ago. It would have made some impact back then.

Another thing, published August 2009. Where??? 100x30mm on page 23 of the local newspaper in Bagansiapi-api?

Dwandra's picture
8 pencils

agree.. it might be made impact 25 years ago, but at least they made the idea turns into an ad; not only a negative and sceptic comment like you did.. :)

Jakarta Jack's picture
Jakarta Jack

We all turn ideas into ads. That's our job. I'm negative and skeptic when an ad deserves it. Being positive about half-arsed ads is lying to the people who made it. Reality is what pays your salary, not idealism.

fakesuperhero's picture
10 pencils

I agree on jakarta jack, me myself have never seen this in any newspaper magazine or any media. So if dentsu don't want any sceptic or negative comments let them upload at least scam that's good. Its seems lately that dentsu is only in it for the awards so everybody can boost up there portfolio. But well deserved awards are not scam made advertisements. So if they want to win let them think of a real campaign that has been published for real which real people see.

NomadDCLXVI's picture
443 pencils

I can imagine Hilux customer, but I cannot imagine what exactly this ad wants to say to them.
May be only some wtf.


anHiiieeta's picture
328 pencils

its wonderful. thumbs up.

restless_r's picture
275 pencils

very interesting

Pombooie's picture
407 pencils

WTF? It's blown my mind, but not for the right reasons!

jazzringz's picture
104 pencils

sorry.. but cant get it??

AssassinX's picture
1329 pencils

I dont understand...

Guest's picture

looks like a gestalt approach for me. nice idea

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