An investigation into a television advertisement for the new-generation Toyota HiLux ute has found the automaker in breach of multiple advertising standards codes, meaning it will have to be updated or pulled from air entirely.
The HiLux ad, named ‘The Pied Piper’, depicts a large number of dogs chasing a red HiLux Rogue down a dirt road and into a town, with the animals jumping into the ute’s tray, unrestrained, comically overloading the vehicle.
Case Report from the Ad Standards Community Panel said ‘The advert depicts dangerous and potentially illegal behaviour, which was received on the grounds that complaints were made.
“Dogs are meant to be tethered or otherwise safely transported, so as to ensure safety when travelling. A few of the alleged complainants said there are exceptions to muster dogs but that it does not reflect best practice or community standards on transporting dogs. Paraphrasingr ’It is.
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Three issues were raised by the Ad Standards Community Panel:
- Federal Chamber of Automotive Industries (FCAI) Motor Vehicle Advertising Code 2(c) – Driving practices
- Australian Association of National Advertisers (AANA) Code of Ethics 2.3 – Violence
- AANA Code of Ethics 2.6 – Health and Safety
In response to the question, Toyota Australia said ‘In the hero movie there are dozens of dogs – the ultimate symbol of loyalty – abandon their owners’ utes and jump into an empty tray for new HiLux in a playful demonstration of the loyalty Hi Lux.
The driver does not know dogs are accumulating in the tray of this car until they are revealed at the end,’ said . This is often the case of a HiLux owner, but his response is nonchalant. This is a film with an extremely soft tone and deliberately over-emphasized emphasis on the tone of its movie. , ” and.
A spokesperson for the commercial said ‘The dogs used were trained, not injured and most of these moving sequences had static prop (computer-generated imagery) instead of live animals.
The statement also stated that “no one time were live dogs filmed unsecure in the back of an automobile which was moving on sealed public roads.”
The Ad Standards Community Panel found the television ad breached two of the three cited codes.
The advert was also cited as violating the FCAI Motor Vehicle Advertising Code, which prohibits depiction of illegal driving behaviour including breaking road rules and traffic regulations.
The A second violation of the AANA Code of Ethics – which states that advertising material must not be depicted in contrary to common community standards on health and safety – was also maintained.
However, the panel found the ad didn’t breach the AANA Code of Ethics relating to violence towards animals.
The panel’s determination concluded: “Toyota will modify the advertisement.”
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