This web site got an extraordinary number of hits after Top Gear showed
the Toyota "Bugger" ad, and they've featured the Toyota Hilux
4WD utility again - this time trying to destroy it.
So Jeremy Clarkson (with a bit of help):
Drove it down stairs.
Drove it through the corner of at least a couple of stone/concrete
Drove it into a tree*.
Tied it to a boat ramp and let the tide come in. (The ropes holding
it down broke so it was covered for 5+ hours.)
Dropped it onto the grass behind Jeremy from somewhere higher than
Jeremy (and out of shot).
Drove it though a (mock) wooden shed.
Dropped a caravan on it.
Smacked it 'round with a wrecking ball (which mostly just straightened
the bonnet/hood bent in the tree crash).
Set fire to it.
And it was driven triumphantly onto the Top Gear set at the end of
So they tried again, this time James May plonking it on top of a 240
foot high building due for demolition. The building blew up, the Hilux
fell, and ... after it was dug out and the battery reconnected, it was
driven triumphantly onto the Top Gear set a second time. They
decided to let it retire to the Top Gear Hall of Fame.
I'm a little disappointed Jeremy Clarkson didn't try to destroy the
four wheel drive transmission, but considering everything else the vehicle
went through, perhaps he wouldn't have been able to. (Maybe it just
wouldn't have made good TV - who needs 4WD to crawl into a warehouse?
Local people had thought the damage to the trunk last year had
been caused accidentally or by vandals - until the stunt was shown
on television in a recent edition of Top Gear.
A BBC spokesman said: "Top Gear have unreservedly apologised
to the parish council for driving the pick-up into the tree.
"In acknowledgement of this, we have sent the parish council
compensation in the form of a donation [£250] for them to use
as they feel is appropriate."
So all well that ends well. Just don't let Jeremy Clarkson go driving
into trees in the future.
Read about a Hilux abandoned
in a New Zealand river for a week.(Link opens in a new window -
in case you're in the middle of downloading the movie.) Yes, the engine
started when it was eventually pulled out.
But getting back to the Toyota
A bit of New Zealand History - On Again, Off Again
When this advertisement first screened on New Zealand television in
1999 the Television Standards Complaints Authority received 120 complaints.
Advertising companies sometimes run a fine line between being funny
and being offensive - advertising is a risky business. The advertisement
was taken off air while the news media had a great time with the story.
The ad was eventually put back on air again, but only after 8:30pm -
adult viewing time in New Zealand.
In Australia the same ad got just one complaint. Incidently, the farmer
is played by an Australian actor. There's a rumour that no sufficiently
farmer-looking New Zealand actor could be found who could say "Bugger!"
There was also a one-off modified screening of this ad, possibly on
the Fair Go Ad Awards. It was identical except for the soundtrack in
which all the "Bugger!" exclamations had been replaced by
other B words such as "Bother!" I didn't see it myself but
I'm told it was absolutely hilarious if you knew the proper version
15 November 2001. A new Toyota Bugger Ad was spotted on TV this evening.
The dog gets it really bad at the end of the ad. We were laughing so
much we almost didn't hear the poor thing say "bugger." The outhouse
has been rebuilt since the first ad but again gets demolished during
the ad and the dog somehow ends up flying through the air and landing
down the hole. The poor thing's "Bugger!" is heard echoing
upward from the depths.
And part of an article from the NZ Herald hints at how much
New Zealanders love (and hate) the ad, and also indicates how much a
part of the New Zealand culture the ad is now:
Complaints to standards authority show not everyone thinks sex sells
13 December 2001
By IRENE CHAPPLE
Sex, nudity and misdirected humour are still raising people's hackles.
Advertising complaints have increased on last year despite relaxing
attitudes, says Glen Wiggs, executive director of the Advertising Standards
are not always a bad thing - think of Toyota's "bugger" advertisement.
That complaint, in 1999, was not upheld, but the issue generated heated
debate, which in turn ensured media coverage. A new version of the
advertisement has now appeared, this time in an urban setting.
But complaints are certainly never sought after, says Andrew Tinning,
creative director of Saatchi & Saatchi, which made the advertisement.
"Setting out to offend people is not a smart thing to do. We have
a responsibility to be sensitive, and not be offensive or exploitative.
"The last thing we want to do with a client is attract negative
4 May 2004. The latest Toyota Hilux 4WD ad (I saw it today) features
a couple of apparently real kiwi farmers talking about how they used
their Hilux to pull a foal out of its mother when she was having trouble
giving birth to it. They don't recommend people do it every day. Not
surprisingly, the foal is now named Hilux.
27 May 2004. Hercules, the dog appearing in the Bugger ad, has
died. Click on the pic at right for the article from the New
(Opens in new window.)
28 May 2004. In a tribute to Hercules, NZ Herald correspondent
Stuart Broughton had this to say:
(Opens in new window.)
So I guess we can say that there won't be any more Toyoya "Bugger"
ads ... at least, not quite the same.
And something silly to finish off
NEWS: Toyota to lose rights to "Bugger"
Reuters, AP. 1 April, 2000.
In a landmark decision, the Australian Commercial Practices Court today
ruled that Toyota is no longer allowed to run its advertising campaign
based on the word "Bugger". Explained Court spokesman Loof
Lirpa, "Some time ago Microsoft took out an injunction against
the use of the word 'Bugger' in Toyota's ad. It was argued that 'Bugger'
had been associated with Windows far longer and far more deeply than
with Toyota's utes."
Lirpa went on to suggest that every Windows user in the world uses
the word at least once a day as a direct result of using Windows. "No
other product has ever achieved that degree of market recognition and
for Toyota to muscle in on it was clearly a breach of commercial etiquette
and, ipso facto, copyright."
Microsoft is now planning a media-wide campaign using their catch-word.
A copy that has been leaked to us shows several familiar faces - Steven
King is shown saving the last page of his new 800 page blockbuster in
Word and then re-opening it to find that it has been reduced to three
smiley faces and half a dozen Japanese characters. He smiles wanly at
the camera and says "......"
Kerry Packer is shown shaking his head knowingly and muttering "......"
when he discovers that the spreadsheet on which he based his latest
$4 billion takeover has suffered from the notorious Excel "four
sevens are thirty six" feature and that the Ayer's Rock Hot Pie
Company is somewhat overvalued.
The head of the CIA (with his faced pixilated) is shown shouting "......"
on finding that Outlook has just e-mailed the entire contents of his
hard drive to the head of the KGB. She, in turn, says "byugyah"
when the files are found to be in last year's Access format.
A spokesthing for Microsoft commented, "This is a logical move
for the company that used "You make a grown man cry" and "The
damned and accursed are convicted to the flames of Hell" as advertising
slogans for its software. We anticipate establishing the slogan in the
marketplace by including a t-shirt printed with "Bugger Microsoft"
in every box of our software."