The Japanese manufacturer has launched an advertising campaign for its new product Toyota Hilux, showing several examples of his pickup driving off the beaten path. The ad first aired in 2020, but recently gained channel-wide attention from an activist group that is anti-ad and openly anti-car.

The group “Adfree Cities” did file a complaint tothe body responsible for advertising censorship in the United KingdomASA (Advertising standards management), which was quick to ban Toyota’s advertising campaign. It’s taking shapeadvertising posters and a video clip, in particular, spreads in social networks. The video can be found below:

Toyota Hilux: advertising is considered irresponsible

We discover there dozens of copies of Toyota Hilux circling the natural terrain, crossing the elements like wild animals, while a voice-over describes the scene as a true “spectacle of nature.” The vehicles then exit onto a regular road before driving together through the city. A copy of the Japanese pickup finally parked in front of the house, and the spot ended with the slogan: “The new Toyota Hilux. Born to wander. » (Born to roam).

The promotional poster follows the same theme, with many examples of the Hilux driving over rough, rocky and dusty terrain. A great way to emphasize crossing ability… But you understand, all this is not to everyone’s taste.

It is the first time the British advertising watchdog has banned a campaign for a 4×4 car with a ecological motifciting that Toyota “tolerates the use of its vehicles in a way that does not take into account their impact on nature and the environment, in violation of social responsibility”.

An anti-car, anti-advertisement group in the UK

In addition to campaigning for ad-free cities, “Ad-Free Cities” has distinguished itself in recent years with its openly anti-car actions, targeting, in particular, SUVs, citing environmental reasons, as well as “climate disruption.” These activists are also clearly against airplanes, fossil fuels, tobacco, meat, eggs and dairy… Pretty good program!

What a fantastic display outside @And_partnership today. Advertising agencies need to ditch big polluters like #Toyota. The role of advertising in creating climate chaos can no longer be ignored. #DropTheBrief #BanFossilAds

Thanks to Angela Christophilus for the image. pic.twitter.com/7uNqdUAb55

— Adfree Cities (@adfreecities) November 23, 2023

For its part, Toyota defended its advertising campaign, saying that the Hilux was designed for reliable movement in the most difficult and remote conditions, to attract professionals who really need all-terrain vehicles, especially in the agricultural or forestry industries. .

Also, the video was taken with the permission of a private land abroad, while the advertising poster was made with computer synthetic images, and therefore did not have no impact on the environment.

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