‘Bugger’ ad in top five for complaints
An infamous Toyota television commercial has made it into the top five of the most complained about adverts in New Zealand.
The repeated use of the word “bugger” – including by a dog – in the humorous clip set on a farm led to the Advertising Standards Authority (ASA) receiving more than120 complaints.
In a precedent decision, the ASA’s board ruled the commercial for the Toyota Hilux was “unlikely to cause serious and widespread offence taking into account the humour and adult audience”. It ruled the complaints were not upheld.
The ASA is celebrating its 50th anniversary this year and as part of the occasion has revealed the most complained about adverts from the past five decades.
The Toyota advert was number five on the list, which was topped by a Hell Pizza direct mail campaign in 2006 that attracted 685 complaints.
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