DMS Media | Hilux Little and Large
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Hilux Little and Large

Hilux Little and Large was an awareness campaign for the legendary Toyota pick-up. Consisting primarily of four ‘challenge’ films, the project pitted the newly-released Toyota Hilux pick-up against scale radio-controlled counterparts from iconic Japanese modelmaker Tamiya.


To demonstrate that Hilux retains the qualities that made earlier generations so popular, Toyota, working with DMS Media, reimagined a 1980’s stunt which saw 15 RC 1:10 scale Tamiya Hilux models pull their real-life counterpart. The resulting viral film was entitled ‘Pull’.


To develop ‘Pull’ into a campaign, three further challenges were dreamed up; off-road adventure ‘Mud’, river crossing ‘Wade’, and slalom attack ‘Tow’, with each film responding to identified gaps in consumer knowledge of new Hilux. Additionally, a blooper reel and making-of were produced, along with stills and behind-the-scenes editorials of all four challenges.


  • 1.6bn earned media impressions
  • 1.5m owned channel video views
  • 110,000 social engagements
  • 3.6m social users reached
  • 73 global articles generated in lifestyle and automotive press
  • Average view time 57 seconds



Hilux Little and Large playlist (Toyota UK on YouTube)


29th June 2017


Automotive, Branding