An investigation right into a television commercial for the new-generation Toyota HiLux ute has found the automaker in breach of multiple promoting standards codes, meaning it should must be updated or pulled from air entirely.
The HiLux ad, named ‘The Pied Piper’, depicts a lot of dogs chasing a red HiLux Rogue down a dust road and right into a town, with the animals jumping into the ute’s tray, unrestrained, comically overloading the vehicle.
“Complaints were received on the grounds that the ad depicts dangerous and potentially illegal behaviour,” said the Case Report from the Ad Standards Community Panel.
“Dogs are supposed to be tethered or otherwise safely transported to make sure safety while travelling. A number of the complainants noted that there are exceptions for muster dogs, however the ad doesn’t reflect best practice or community standards on transporting dogs.”
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Three issues were raised by the Ad Standards Community Panel:
- Federal Chamber of Automotive Industries (FCAI) Motor Vehicle Promoting 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, Toyota Australia said: “Within the hero film, dozens of dogs – the final word symbol of loyalty – abandon their owners’ utes and leap into the tray of the brand new HiLux in a playful demonstration of the loyalty HiLux inspires.
“Within the story, the driving force isn’t aware of dogs accumulating within the tray of the vehicle until they’re revealed at the tip. His response is nonchalant, as if this happens often as a HiLux owner. The tone of the film is light-hearted and deliberately exaggerated.”
The automaker explained the dogs utilized in the business were trained, weren’t harmed, and that lots of the moving sequences used static props and computer-generated imagery (CGI) as a substitute of live animals.
It also said that “at no time were live dogs filmed unsecured behind a moving vehicle on sealed public roads”.
The Ad Standards Community Panel found the tv ad breached two of the three cited codes.
It said the commercial breached the FCAI Motor Vehicle Promoting Code, which prohibits the depiction of illegal driving behaviour, including breaking road rules.
A second breach of the AANA Code of Ethics – which states promoting material must not depict content contrary to prevailing community standards on health and safety – was also upheld.
Nonetheless, the panel found the ad didn’t breach the AANA Code of Ethics regarding violence towards animals.
The panel’s determination concluded: “Toyota will modify the commercial.”
This Article First Appeared At www.carexpert.com.au
