Toyota says bugger ‘em

AUCKLAND: An ad featuring two animated bulls calling a ram a "sheep shagger" has led to a flock of complaints to the Advertising Standards Board (ASB).

The controversial ad, created by Saatchi & Saatchi Auckland, shows the bulls hijacking a farmer’s Hilux ute in an attempt to impress two cows. The ad begins with the bulls saying "Smell that? Mmmmm, cows, next door". On their hair-raising drive to reach the cows, one of the bulls shouts out to the ram: "Out of the way, sheep shagger." The ute then appears to fly over a bank before landing near the cows who say: "Nice truck." The bulls respond: "Do you fancy a ride?"

It is not the first time the advertiser and its agency have courted controversy with the legendary "Bugger" commercials, which aired several years ago, also attracting a flurry of complaints.

Serial complainant Donald McDonald was one of 17 viewers who wrote to the board alleging the "Bulls" ads sexualised animal behaviour, and also raised issues of animal welfare and dangerous driving. Others complained about the time at which the ad has been shown arguing the ad was not suitable for viewing by children.

In response, Saatchi & Saatchi and Toyota stated Toyota Hilux ads were well known in New Zealand for being tongue-in-cheek.

"The language and certain colourful colloquialisms used in the advertisement are typical of the type of language used in the informal farm setting by the New Zealand farmer, who is the target market of this campaign. Further, the term sheep shagger is not derogatory nor implies bestiality, given it is directed at a ram, which naturally copulates with a sheep."

In its determination, the board found the ad was essentially an animated fantasy which was "obviously beyond the realm of reality". While a minority of the complaints board found the ad was offensive, the majority felt it had not contravened the code of ethics. The board declined to uphold the complaints.