FCB Takes On The 4th Toyota 4X4 Challenge

Advertising Agency FCB Johannesburg is behind the amazing new campaign aimed at promoting the 4th edition of Toyota’s Fortuner 4×4 Challenge.

The Toyota Fortuner 4×4 challenge, launched in 2016, matches four Toyota heroes with a member of the public as the pairs go head-to-head in a physically challenging two-day competition to claim the title, bragging rights, and an out-of-the-box Fortuner.


The agency was briefed by Toyota SA’s Advertising Manager, Zhandre Brandt, to up the ante on previous campaigns. This year’s campaign, which is a 360° communications solution comprising of four 15-second TVC’s showing off a unique skill for each of the four heroes, a 40-second TVC and Cinema ad featuring all four heroes, radio, out-of-home, print, and online elements – was created by Creative Director Tian Van Den Heever, Art Directors Janine Kleinschmidt and Fezi Mpembe, Copywriter Bonginkosi Luvuno and Digital Content Lead Lucy Holford-Walker.

This edition includes Olympic rower personalities Kirsten McCann, choreographer and fitness instructor Nkateko ‘Takkies’ Dinwidy, Cheetahs rugby player Oupa Mahoje and Toyota Dakar racing hero Giniel de Villiers performing bigger stunts in more intense settings than in past years.

The campaign was filmed at Hennops off-road trail over two days for the television elements and, two days for the print work.

To amplify the Challenge, the campaign also shows how the Toyota community can stand a chance to win a second Fortuner 4×4 by simply backing their favourite hero using one of the four hero hashtags (#OUPA4X4, #TAKKIES4X4, #GINIEL4X4 or #KIRSTEN4X4) on any of the official social posts on Facebook, Twitter and Instagram. ‘Back Your Hero’ entries can also be done via the competition website .


Client: Toyota South Africa

Brand: Fortuner 4×4 Challenge

Senior Manager of Advertising: Tasneem Lorgat

Brand Manager: Zhandre Brandt

Creative agency: FCB Joburg

Account Director: Nicole Malan

Executive Business Director: Reagen Kok

Executive Creative Director: Brett Morris

Creative Director: Tian van den Heever

Copywriter: Bonginkosi Luvuno

Art Director: Janine Kleinschmidt and Fezi Mpembe

Digital Content Lead: Lucy Holford-Walker

Strategic Planner: Stuart Simms and Langelihle Sithole

Project Manager: Narissa Davids

TV Producer: Nakita Bolus

Production house: FCB Johannesburg

Director: Tian van den Heever

Post-production: Fuel Content and Sinister

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