The line between clever marketing and a regulatory headache is thinner than a ute's tailgate. Toyota Australia has found out the hard way that while dogs might be man's best friend, they aren't exactly model passengers, at least not when they're bouncing around untethered in the back of a moving truck. The automaker has been ordered to modify its latest ad for the new Toyota Hilux after it was deemed to have portrayed illegal and unsafe transport of animals.
In the commercial, dozens of dogs are shown abandoning their owners' utes and jumping into the bed of the moving pickup, joining the rest of the pack. However, some viewers weren't laughing, and the Australian Ad Standards Community Panel ruled the commercial in breach of two safety codes. The panel stated that the ad depicted dangerous and potentially illegal behavior, as dogs are meant to be tethered or otherwise safely transported while traveling.
Toyota Australia responded by explaining the intent behind the creative direction, stating that the tone of the film was light-hearted and deliberately exaggerated. However, the company clarified that only trained animals were used during filming, with CGI added for the dynamic driving sequences. According to Toyota, no dogs were harmed in the making of the commercial.
Despite this, the Ad Standards Community Panel concluded that the ad portrayed illegal and unsafe transport of animals and was out of step with accepted community standards on safety. The ruling requires Toyota to modify the commercial if it wants to continue airing it. This isn't the first time Toyota's marketing has landed in regulatory trouble, as a commercial for the GR Yaris was pulled from Australian broadcast last year for promoting unsafe driving.
Toyota's latest ad is just another chapter in its rocky relationship with Australian ad regulators.
This incident highlights the importance of adhering to safety regulations and guidelines when creating advertisements. While the intention behind the commercial may have been to showcase the loyalty of dogs, it ultimately fell short in its execution and portrayal of safe animal transport practices.
