The Hilux is known as a virtually indestructible, almost unstoppable workhorse in the South African utility vehicle and 4x4 market. The launch of the new Hilux range (P960) presented the challenge of communicating a variety of new intrinsic features in a clear but surprising way, particularly important given that the category tended to be literal and fairly bland. We chose to highlight the key improvements with a simple, engaging and category-bending print campaign. A television spot supported the print work, dramatising a “duel” between the new Hilux (driven by the world famous supermodel Josie Borain) and an armoured personnel carrier called a Ratel. (Ratel is the Afrikaans word for a honey badger, an animal renowned in South Africa for its fierce tenacity and fighting spirit.) The relaunch campaign was noted as one of the most effective on record.