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Toyota | Dakar 2026
Project type
360 Campaign
Date
December 2025
Location
South Africa, Namibia, Saudi Arabia
Every year Toyota Gazoo Racing South Africa Takes on the toughest race in the world, The Dakar Rally.
To get Fans excited about the event we tapped into something tougher, South African supporters…
Then we headed to the Desert and replaced one tough with another.
We launched with a TV ad showing the lengths our supporter will go to to catch a glimpse of the vehicle.
But we didn’t stop there. We created a content series, a behind the scenes of true Toyota Hilux racing supporters.
All six episodes brought to life the passion, the determination and South -Africanness of our dedicated fans as they took on the desert to support their team.
