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Toyota celebrates launch of Hilux Invincible with GoPro athletes and ambassadors

Toyota has announced a marketing collaboration with GoPro to celebrate the launch of the new Toyota Hilux Invincible.

Athletes and ambassadors from GoPro’s European Ambassador programme will be creating original content that showcases the epic capabilities of both the legendary Hilux pick-up and GoPro cameras.

The marketing collaboration will mirror the theme of the current Toyota Hilux Born to Roam advertising campaign which demonstrates how new Hilux is tougher, stronger and more capable than ever before, on any road and in any conditions.

The new, top-of-the-range Invincible and Invincible X models are now available with a more powerful 2.8-litre engine, while every model has the strength to carry loads of up to 1,030kg and tow up to 3.5 tonnes. When the going gets tough, a new electronic limited-slip differential helps keep things on the move.

Since the original model was launched in 1968, Hilux has proved its unstoppable character, conquering the North Pole, Antarctica and Icelandic volcanoes and, in competition form, winning the gruelling Dakar rally in 2019. In more everyday surroundings, it serves as the trusted workhorse, while also offering levels of comfort, safety and convenience that make it ideal for leisure and general use, too.

GoPro’s roster of amazing athletes, ambassadors, content creators represent the brand at the forefront of GoPro’s image and inspire all by demonstrating how the camera can be used in the incredible scenarios and limits they take it to.

The marketing collaboration will see GoPro athletes and ambassadors representing high-action sports and the outdoor and adventure lifestyle shooting film and stills as they take a Hilux Invincible on adventure trips to mountains, beaches and forests across Europe. Their footage and images will demonstrate Hilux’s versatility and off-road capability as it ventures into wild terrain. The content will be shared on the social channels of the athletes and both brands, through spring and summer 2021.

Stuart Sanders, Toyota (GB) Communications and Product Director, said: “Both Toyota Hilux and GoPro are synonymous with the outdoors and adventure-centred lifestyles, so we are hugely excited to launch this marketing collaboration and put the Toyota Hilux into the hands of some of their athletes across Europe. Hilux is the ultimate ‘go anywhere, do anything truck’ and we are looking forward to the athletes and ambassadors putting their Hilux to the test – all captured by GoPro cameras.”