I Bought A Toyota. Bugger

Posted on 15 February 2010

I’m reading the fascinating book “Creative Leaps – 10 Lessons in Effective Advertising Inspired at Saatchi & Saatchi” by Michael Newman. Today, I was reading the part where the author writes about an award-winning advertising campaign for the Toyota HiLux truck.  The campaign was hugely popular in Australia and New Zealand in the late 1990s. The TV commercial showed the comical disasters that befall a farmer, his dog and his wife, who underestimate the truck’s “tugging power to pull out tree stumps, knock down fences, and tear apart large animals” – hence their dry reaction: “Bugger.”

Given Toyota’s current disastrous quality-control problems, it occurred to me that one of the company’s competitors could turn that campaign around, against Toyota, by running an ad (at least in Australia and New Zealand) saying simply: “I bought a Toyota. Bugger.”


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