Hard blow for Toyota: one of its advertisements for its pick-up, the Hilux, obviously did not please everyone. This has just been banned in the United Kingdom for lack of ecological responsibility.
The advertising spot in question is not new, since it was published three years ago. The star of the latter is the Toyota Hilux, the Japanese brand’s famous pick-up, which can be seen driving at full speed in a magnificent natural setting. We know that these vehicles are not really viewed favorably in Europe, considered by many to be useless and polluting. In terms of greenhouse gas emissions, these utilities are clearly not good students. The video, despite its very good technical achievement, was strongly criticized because it would promote behavior contrary to environmental imperatives. This is why the Advertising Standards Authority (ASA) in the United Kingdom has simply decided to ban it.
A slick advertisement, but not really green
Polish studio Platige Image produced the video, titled “Born to Roam”. We can see a group of these huge Hiluxes driving at full speed in the bed of a dry river in a cloud of dust. The vehicles then join the streets of an urban area, where they take over the road in a rather vindictive manner. A scene with a very Mad Max.
According to the manufacturer, the vehicles in the spot evoke “ a herd of wildebeest.” Platige Image specifies that only three pick-ups were used for filming, the rest of the vehicles being modeled in computer-generated images. On its official website, the studio seems rather proud of the final result of the video, emphasizing the quality of the production and explains that “ the “Born to Roam” spot contains a wide range of stunning effects that seem to make the impossible entirely possible.”
Outcry and criticism
The video sparked controversy, particularly in the United Kingdom. Adfree Cities, a group that advocates for healthier cities, pointed the finger at the ad. According to them, ” SUVs harm nature, pollute our air, congest our cities and cause tragic loss of life “. The co-director of the organization, Veronica Wignall, adds a layer and denounces the carbon footprint of the Hilux: “ Between 248 and 259 grams of CO2 per kilometer, up to 2.7 times higher than the EU targets for cars from 2021 (95 g CO2/km).”
A complaint was therefore filed with the ASA, also signed by Andrew Simms, co-director of the New Weather Institute. He criticized the manufacturer for its recent positions in terms of ecological responsibility, indicating a strong contrast with its work on hybrid vehicles.
ASA reaction and Toyota’s defense
After examining the complaint, the ASA concluded that the advert encouraged irresponsible conduct, not really in line with respect for the environment. The spot was therefore banned eight months after Adfree Cities filed its complaint.
In response, Toyota reaffirmed its commitment to ecology, citing its innovations in hybrid automobiles since 1997. For the Hilux, the manufacturer defends the fact that the vehicle is very useful to certain specific professions such as ” farmers, forestry workers and park rangers.” Faced with these statements, the ASA did not flinch and considered that the problematic spot did not really highlight these elements.
A case which clearly illustrates the tightrope on which manufacturers who play on several fields like Toyota must walk. From a marketing point of view, promoting soft mobility at the same time as the attractions of a large 4×4 is certainly not easy. Does the solution lie in banning? That’s another question.
Source : Clean Automotive, ASA
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