Adfree Cities, an organization advocating for ad-free public spaces, brought the issue to the ASA's attention. The controversy revolved around two 2020 advertisements. The first, a social media video, depicted numerous Hilux trucks traversing a river bed, accompanied by a voiceover likening the scene to a natural spectacle, and concluding with "Toyota Hilux. Born to roam." The second was a poster showing a group of Hilux trucks in a desert setting, with the tagline “Born To Roam.”
Toyota defended the advertisement by stating that the Hilux is designed for challenging environments and serves essential industries like farming and forestry. The company highlighted that the ad was filmed on private Slovenian land with the owner's consent. Toyota also pointed to its efforts in car electrification since 1997 as evidence of its commitment to environmental care.
Despite Toyota's defense, the ASA concluded that the advertisements promoted and condoned vehicle use in a way that ignored their environmental impact. This ruling aligns with the increasing global emphasis on environmental responsibility, particularly in advertising.
The Hilux remains popular globally due to its practicality and off-road capabilities. However, this popularity has not swayed the ASA's decision to prioritize environmental considerations in advertising standards.
Source: Carscoops