by Thanos Pappas
- Australian regulators say Toyota’s new ad breaks two safety codes.
- Critics argue it promotes unsafe and potentially illegal behavior.
- It’s not the first Toyota ad to be banned in Australia either.
Sometimes, the line between clever marketing and a regulatory headache is thinner than a ute’s tailgate. Toyota Australia is finding 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 now been ordered to modify its latest ad for the new Toyota Hilux, marking yet another bumpy chapter in its rocky relationship with Australian ad regulators.
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The spot, titled “The Pied Piper”, depicts dozens of dogs abandoning their posts, and in some cases, their owners, to chase a Hilux. Most can be seen jumping into the bed of the moving pickup, joining the rest of the pack.
Dogs Overboard
Along the way, Toyota slips in a cheeky jab at the competition. The midsize truck breezes past a Ford Ranger stuck in the mud, a Mitsubishi Triton straining uphill, and a Mazda BT-50 broken down on the roadside, each one sidelined just in time for the Hilux to shine.
Each time, the dogs ditch the rival trucks and hop aboard the Hilux parade. The ad sticks to showing older versions of those competing utes, likely to steer clear of any legal trouble.
In the final shot, the Hilux parks beside a storefront, its tray comically overflowing with dogs. It’s a clear exaggeration, with animals stacked like produce at market. But some viewers weren’t laughing. The Australian Ad Standards Community Panel ruled the commercial in breach of two safety codes.
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As reported by CarExpert, the Case Report from the Australian Ad Standards Community Panel states:
“Complaints were received on the grounds that the ad depicts dangerous and potentially illegal behavior. Dogs are meant to be tethered or otherwise safely transported to ensure safety while traveling. Some of the complainants noted that there are exceptions for muster dogs, but the ad does not reflect best practice or community standards on transporting dogs.”
Toyota Australia responded by explaining the intent behind the creative direction:
“In the hero film, dozens of dogs – the ultimate symbol of loyalty – abandon their owners’ utes and leap into the tray of the new HiLux in a playful demonstration of the loyalty HiLux inspires. In the story, the driver isn’t aware of dogs accumulating in the tray of the vehicle until they are revealed at the end. His reaction is nonchalant, as though this happens often as a HiLux owner. The tone of the film is light-hearted and deliberately exaggerated.”
Were Any Dogs Actually At Risk?
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.
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Still, the Ad Standards Community Panel concluded that the ad, while not violent, portrayed illegal and unsafe transport of animals. It also found the depiction out of step with accepted community standards on safety. The ruling requires Toyota to modify the commercial if it wants to continue airing it.
Toyota’s Greatest Hits (Of Censorship)
This isn’t the first time Toyota’s marketing has landed in regulatory trouble. Just last year, a commercial for the GR Yaris was pulled from Australian broadcast for promoting unsafe driving. That ad included high-speed jumps and gravel drifting, enough to raise a red flag. Another GR Yaris ad from 2021 was temporarily banned after showing – wait for it – a quick burst of wheelspin on a dirt road.
Review: Toyota’s New GR Yaris Will Have You Rethinking Everything You Thought You Wanted In A Car
The Hilux itself has a history of friction with regulators. In 2023, relevant authorities in the UK banned a Hilux campaign, claiming the footage of utes driving through riverbeds and mountain terrain promoted “environmentally irresponsible” off-road behavior.
