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.

Directed by industry veteran, Tony Williams – who also directed the Gregg's "Different Faces" and the Crunchie Bar "Gold Rush" advertisements, among others.