Toyota ad banned

30 October 2014

An advert for that Toyota Yaris Hybrid has been banned.

A whopping 74 viewers were so enraged by the advert, seemingly encouraging dangerous driving, that they felt moved to register a moan about it.

Created by Saatchi & Saatchi, the ad featured various drivers and passengers enjoying various tunes that were transmitted to their GPS, the edited version of the UK advert focussed on Bruno Mars’ song 'Locked Out of Heaven'. If the were really driving dangerously, they'd surely be thrown into heaven?

Perhaps we could address some priorities here and suggest the complainants are whinging about the wrong element of the ad, and should focus their ire on Mr Mars.

Toyota defended the ad and told the Advertising Standards Authority (ASA) that the car adhered to the speed limit and there were no shots of it travelling fast, competitively or in a daring manner.

They said they tried to portray that both the driver and passengers in the car were having a good time whilst driving, as it wanted to “dispel the myth that drivers cannot have fun whilst driving safely”.

They also denied that the female driver had her eyes closed at any point, which was another point singled out as a complaint. Again, priorities people.

ITV, which broadcast the TV version of the advert, said no viewers had complained to its Viewer Services, and YouTube, which ran the ad online, agreed.

The ASA said that singing along with Bruno Mars is fine (sheesh) but it was concerned that viewers would believe that the closed eyed lady wasn't paying attention to the onslaught of the road.

The ads must not appear again in their current form and Toyota was told to ensure its ads do not depict dangerous driving in future.

That's them told.

TOPICS:   Advertising


  • Mad B.
    I have tried propping my eyes open so they never close, but after a while the lack of blinking causes blurry vision and I end up ploughing into a group of pensioners at a random bus stop.
  • Mark W.
    I am not sure the typical Toyota Yaris customer requires GPS at all to take them to the Post Office and back to collect their pension, nor would it help when they are taking a 100 mile detour the wrong way up the motorway. As for Bruno Mars, his part in the sexualisation of minors is noted.

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