TATTOO by Bouffant, DraftFCB Johannesburg for Toyota

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TATTOO

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Industry Cars
Media Film
Market South Africa
Agency Bouffant
Agency DraftFCB Johannesburg
Director Dean Blumberg
Executive Creative Director James Cloete
Creative Director Tian Van Den Heever Ltd
Art Director Ivor Forrester, Kevin Yong
Copywriter Frank Kunene, Sindiwe Mbiko
Account Supervisor Mike Di Terlizzi, Nicholas Harpur
Released October 2010

Credits & Description

Category: Cars
Advertiser: TOYOTA
Product/Service: HILUX
Agency: DRAFTFCB SOUTH AFRICA
Production Company: BOUFFANT, Johannesburg, SOUTH AFRICA
Date of First Appearance: Nov 13 2010
Executive Creative Director: James Cloete
Creative Director: Tian Van Den Heever
Copywriter: Sindiwe Mbiko/Frank Kunene
Art Director: Kevin Yong/Ivor Forrester
Agency Producer: Rachel Andreotti
Account Supervisor: Mike Di Terlizzi/Nicholas Harpur
Director: Dean Blumberg

English Description
3 men sit in a living room watching TV, one of them starts itching his chest. His friends ask why he's itching, he says he waxed his chest. His man points go "-5", they then ask why did he wax his chest. At which point he stands up and rips open his shirt to reveal an eagle tattoo accross his chest. They all jump for joy and he earns "15" man points.

The objective of the ads was to maintain the Hilux’s image of toughness and make sure that the toughness of the Hilux rubs off on the driver in a tongue-in-cheek, laddish kind of way, while at the same time driving the consumer to the Man-Up website- the cornerstone of the campaign.