How the Toyota Hilux fell victim to extreme paternalism
Don’t look at the screenshot above! And please keep your children away from this message. Because as soon as they see a Toyota Hilux, they want to trample plants and pollute rivers.
At least that’s what we think… Why else would the UK’s Advertising Standards Authority have put an end to Toyota’s Born to Roam campaign?
Toyota Hilux or ten
Finally, the accompanying video seems quite innocent to us, in which about ten Toyota Hiluxes do what they were made for: driving off-road, towing a trailer and being the most indestructible car in the world.
But no, according to the ASA, the commercial is extremely dangerous. For our planet. With its “Born to Roam” campaign, Toyota is ignoring the impact of SUVs on nature and the environment, it is said.
Anti-advertising clubs
This is why the Toyota Hilux needs to be removed from TV, YouTube, Facebook and billboards. The anti-advertising clubs Adfree Cities and Badvertising are satisfied with this.
And we have to be honest: you are right. The organizations state that off-road driving with wild nature in the background regularly appears in SUV advertising. It has become a cliché.
Such images are “a false promise” because 99.99 percent of SUVs never go on a wild adventure. “They damage nature, pollute the air, clog our cities and cost lives.”
Toyota’s answer
Toyota reacts by pointing to its role as a hybrid pioneer and the relatively low CO2 emissions of its delivery program. Although of course this has nothing to do with the Toyota Hilux.
The pick-up is not available with hybrid technology. The global delivery range includes several large diesels, a 2.0-litre petrol engine and a 4.0-litre V6.
Africa and Australia
And what the anti-advertising clubs forget is that the Toyota Hilux is more or less necessary in many markets, such as Africa and Australia. This is due to the difficult conditions and poor roads.
Furthermore, it seems a bit far-fetched to us that a Toyota ad would encourage people to get involved. Are SUVs bad for the environment? Yes, but mainly on the move and not in nature.