by Australian advertising regulators have ordered Toyota to change its new commercial for the Hilux pickup. This followed numerous complaints from viewers who believe the video promotes dangerous road behavior and violates safe animal transportation rules.
The Essence of the Conflict
The commercial titled “The Pied Piper” depicts dozens of dogs abandoning their owners and other cars to jump into the moving bed of a Hilux pickup. The ad is humorous and intentionally exaggerated, showing the vehicle’s bed overflowing with animals at the end.
However, according to complainants, scenes where dogs are freely in the bed of a moving vehicle depict potentially illegal and dangerous actions. In Australia, there are clear rules requiring the securing of animals during transport, typically by tethering them or placing them in special crates.
Complaints were received on the grounds that the ad depicts dangerous and potentially illegal behavior. Dogs should be tethered or transported safely to ensure travel safety. Some complainants noted that there are exceptions for working dogs, but the ad does not reflect best practices or community standards for transporting dogs.
Toyota’s Position and Filming Details
Representatives of Toyota Australia explained that the goal of the video was to humorously and exaggeratedly demonstrate the “loyalty” inspired by the Hilux. They emphasized that the driver in the ad is unaware that dogs are jumping into his bed until the final scene.
The company also stated that only trained animals were used during filming, and most of the dynamic scenes where dogs are running after the car were created using computer graphics. According to the manufacturer, no animals were harmed during the production of the ad.
History of Toyota’s Advertising Problems
This case is far from the first time Toyota’s marketing campaigns have sparked outrage from regulators. Just last year in Australia, an ad for the GR Yaris sports car was taken off the air for depicting dangerous high-speed driving. Another ad for the same model, filmed in 2021, was temporarily banned for showing wheel spinning on a dirt road.
The Hilux itself has also previously caught the attention of regulators. In 2023, an advertising campaign for this model was banned in the UK. Regulators then believed that footage of pickups driving in riverbeds and mountainous terrain promoted “environmentally irresponsible” off-road behavior.
Violated Norms and Consequences
Despite the creative explanation and assurances of animal safety on set, the Australian Advertising Standards Community found “The Pied Piper” ad to be in violation of two safety codes. The panel concluded that the ad, while not containing scenes of violence, nonetheless depicts an illegal and dangerous method of transporting animals that does not align with accepted societal safety standards. As a result, Toyota has been ordered to make changes to the ad if the company plans to continue its broadcast.
This situation clearly illustrates the constant tension between the creative marketing ideas of automotive brands, which often rely on humor, expressiveness, and depictions of “freedom,” and the increasingly strict demands of regulators for safety and responsibility. Even clearly hyperbolic and fantastical scenarios, such as a parade of dogs, can be perceived as a call to dangerous actions if they touch on sensitive topics like road safety or animal welfare. For Toyota, which regularly faces similar problems in various countries, this issue requires constant balancing between creating memorable advertising and adhering to increasingly complex rules of the game.
