Toyota HiLux Ad Slammed for “Dangerous” Depictions, Faces Overhaul
A recent television advertisement for the new-generation Toyota HiLux, playfully titled ‘The Pied Piper’, has landed the automotive giant in hot water. The Ad Standards Community Panel has found the campaign in breach of multiple advertising codes, necessitating significant changes or a complete withdrawal from airwaves.
The ad in question features a comical, albeit concerning, scenario where a swarm of dogs enthusiastically chases a red Toyota HiLux Rogue down a dusty track and into a town. In a scene that has sparked considerable debate, the canines then proceed to leap into the ute’s tray, unrestrained and comically overloading the vehicle.
Complaints lodged with the Ad Standards Community Panel centred on the ad’s depiction of what was deemed dangerous and potentially illegal behaviour. As highlighted in the Case Report, a key concern was the portrayal of dogs travelling unsecured in the tray of a moving vehicle. While acknowledging that exceptions may exist for working muster dogs, complainants argued the advertisement failed to reflect best practices or prevailing community standards for transporting pets safely.
The Ad Standards Community Panel identified three primary areas of concern, referencing specific codes:
- Federal Chamber of Automotive Industries (FCAI) Motor Vehicle Advertising Code 2(c) – Driving Practices: This code addresses the responsible depiction of driving behaviour.
- Australian Association of National Advertisers (AANA) Code of Ethics 2.3 – Violence: This section pertains to the ethical portrayal of harm or cruelty.
- AANA Code of Ethics 2.6 – Health and Safety: This code focuses on ensuring advertising does not contravene community standards regarding health and well-being.
In their defence, Toyota Australia explained the creative intent behind the advertisement. They stated that the ad aimed to portray the dogs as symbols of loyalty, abandoning their owners’ utes to leap into the new HiLux, thus highlighting the loyalty the vehicle inspires. Toyota elaborated that the driver in the narrative is depicted as unaware of the accumulating dogs until the end, with his nonchalant reaction suggesting this is a common occurrence for HiLux owners. The company emphasised that the film’s tone was intentionally light-hearted and exaggerated.
Furthermore, Toyota provided assurances regarding the welfare of the animals involved. They stated that the dogs featured were trained, unharmed, and that many of the dynamic sequences were achieved through the use of static props and sophisticated computer-generated imagery (CGI), rather than relying solely on live animals in potentially risky situations. Crucially, Toyota confirmed that “at no time were live dogs filmed unsecured in the back of a moving vehicle on sealed public roads”.
Despite these reassurances, the Ad Standards Community Panel ultimately found the television advertisement to be in breach of two of the three codes that were brought to their attention.
The panel determined that the advertisement contravened the FCAI Motor Vehicle Advertising Code. This breach stems from the depiction of actions that could be interpreted as illegal driving behaviour or a disregard for road rules.
A second breach was upheld concerning the AANA Code of Ethics, specifically section 2.6 on Health and Safety. The panel concluded that the advertisement depicted content contrary to prevailing community standards regarding the safe transportation of animals.
However, the panel did not find the ad to be in violation of the AANA Code of Ethics pertaining to violence towards animals.
Following the panel’s determination, the outcome is clear: Toyota will be required to modify the advertisement to comply with the upheld codes. This may involve removing the offending scenes, digitally altering the footage, or creating an entirely new version of the commercial. The decision underscores the importance of responsible advertising, particularly when it comes to depicting potentially unsafe practices, even in a light-hearted or exaggerated context.
For those interested in exploring the Toyota HiLux range further, the showroom awaits.
In related news, Kia has topped the list of most complained-about ads in Australia, highlighting the ongoing scrutiny of advertising content by the public and regulatory bodies.
