Toyota HiLux ad thrown to the dogs after violating advertising code

An examination of a television advertisement for the new generation Toyota HiLux ute has found the automaker violating several advertising standards, meaning it needs to be updated or taken off the air entirely.

The HiLux advert, called “The Pied Piper”, shows a large number of dogs chasing a red HiLux Rogue down a dirt road and into a city, with the animals jumping unchecked into the ute’s tray and comically overloading the vehicle.

“Complaints were received on the basis that the ad depicted dangerous and potentially illegal behavior,” the Ad Standards Community Panel case report said.

“Dogs are intended to be tethered or otherwise transported securely to ensure safety during travel. Some of the complainants noted that there are exceptions for service dogs, but the advert does not reflect best practice or community standards for the transport of dogs.”

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The Ad Standards Community Panel raised three issues:

• Federal Chamber of the Automotive Industry (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, Toyota Australia said: “In the hero film, dozens of dogs – the ultimate symbol of loyalty – leave their owners’ dogs and jump into the tray of the new HiLux, a playful demonstration of the loyalty that HiLux inspires.”

“In the story, the driver only notices at the end that dogs are accumulating in the vehicle’s storage compartment. His reaction is casual, as if this happens often as a HiLux owner. The tone of the film is light-hearted and deliberately exaggerated.”