Toyota apologises for ‘sexist’ ad; Creator says ‘Suck my dick’

Car company Toyota has apologised for its involvement with a controversial ad featuring a young man swapping innuendo-laden banter with a father about sleeping with his daughter. However, the creative who wrote the winning script remained defiant, telling Mumbrella, critics could “suck my dick”.

Toyota issued “a holding statement” seeking to distance itself from the video, which was selected as the winner of a film-making competition organised on the car maker’s behalf by ad agency Saatchi & Saatchi. It said:

“Toyota Australia today apologised for the inappropriate content and offence caused by a video submitted as part of a film competition to demonstrate social media credentials.

“The video, posted on Youtube, was one of 32 entries into the film competition organised by one agency. Immediately upon receiving negative feedback, at Toyota’s direction, the video was removed from a third-party website on Sunday.

“Toyota understands and accepts that the content of the video was offensive.”

As Mumbrella revealed on Sunday, the video was selected by a jury made up of Saatchi & Saatchi and Toyota representatives as the winner of its Clever Film Comp.

Saatchi & Saatchi’s competition was one of five social media projects being carried out by different agencies in a contest to win Toyota’s social media account.

The director of the ad, Frazer Bailey of Brisbane’s Play TV, told Mumbrella: “I’m genuinely upset that we’ve offended people. It was just a piece for people to have a giggle at.” Bailey shot the ad after being sent the script by creative Micha McDonald. Bailey added: “Not every0ne has the same sense of humour. Micha sent me the script and I laughed. My mum read it and she laughed so I thought maybe there’s some benefit to it.”

All the team involved in the shoot worked for free. Bailey said: “After the competition I just thought it would go on my showreel and just be seen by a few few advertising creatives. It’s really between Toyota and Saatchis. I really don’t want to upset them.”

However McDonald – who is currently freelancing at The Foundry in Sydney – took a more robust stance. In a comment posted on the Mumbrella story he said:

“Yeah – It’s getting totally SLAMMED by everyone – But that’s exactly what we wanted it to do. Basically we put a $60,000 production behind a 1 minute dodgy ‘Dick Joke’ that looks like an actual ad – and it WON. That’s social media 4 ya – Gotta love it when the big boys get burnt!! If anyone is offended by this I’m truly sorry – and suck my dick.”

He told Mumbrella that he had been amazed the story had received the large degree of coverage it has. He said: “It was a TVC that we knew never could run on TV. We never dreamed people would take it seriously. it’s just a bit of fun. It’s just a joke.”

The coverage included prominent coverage on The Punch where David Penberthy wrote:

“The people at Toyota have besmirched their brand with this squalid effort which revolves around a creepy play on words in which a father discusses her daughter’s virginity and sexual prowess with her young boyfriend. It almost defies belief that a major company would associate itself with this garbage.”

Other coverage:

Coverage has also started to spread internationally tonight, with the UK’s Times reporting:

“It probably seemed like a good idea at the time. Hold an online competition for a short film promoting a car sold mainly to young women, then launch the winning film onto social network sites, sit back and watch the car fly out the doors.”

And the UK’s Daily Telegraph is also now reporting the story.

Meanwhile, Toyota spokesman Mike Breen said that no decision had been taken on whether the video would remain as the winner of its competition. Bailey said that he had not yet received the $7000 first prize.

Saatchi & Saatchi did not respond to Mumbrella’s request for a comment.

Comments


  1. Tim Bennett
    14 Dec 09
    8:45 pm

  2. Not for everyone, but brave and hilarious all the same. Sexist? I don’t think so.

  3. Stephen Collins
    14 Dec 09
    8:46 pm

  4. Ah yes, the “I showed my Mum” test. A guaranteed measure of quality in all things online…

    Did nobody engage brain before mouth in this whole exercise? Sexual innuendo and misogyny is passe, let alone borderline jokes about incest which are simply distasteful.

    As for Micha McDonald, what chance there’s an empty box ready for packing on his desk at The Foundry tomorrow morning? His comments, let alone the ad itself, show a singular lack of emotional intelligence. I sincerely hope this proves a dramatic career limiting move for him.

  5. Leslie Nassar
    14 Dec 09
    8:52 pm

  6. “Suck my dick” is pretty much the most perfectly appropriate response to this issue.

    Also, OH-EM-GEE, the internet spawned an ad that was offensive? Who’d have thunk it! The only surprise here is that the commercial wasn’t a slow-motion close-up of a Unicorn straining to shit out a rainbow Yaris.

  7. Misha McDonald
    14 Dec 09
    9:14 pm

  8. Hey guys – this is not an ad – it’s a 1 min 15 sec short film.

    It’s not made for TV. Never was!!

    Obviously the judges thought it was funny – as did the voters on YouTube.

    I’m sorry for the ‘Suck my dick’ comment. I thought it was funny given the context and didn’t think it’d be headlining news. Peace.

    M!$H@

  9. Tim Grainger
    14 Dec 09
    9:14 pm

  10. Yawn. Harden up people – otherwise, we’re in for a bland, banal and utterly boring new decade.

  11. Cal Tebbut
    14 Dec 09
    9:19 pm

  12. OK, so Micha’s obviously a pretty limited ‘shock’ writer. And possibly a trannie. I guess that rage is understandable.

    But why are there so many muppets who think that it’s ‘PC’ to not like the ad?

    It’s offensive in its banality, not for contentiously pushing a taboo.

    Honestly, anyone who defends this ad as being an over-reaction to ‘a bit of a laugh’ needs to choose another industry. You – like this weird Micha – really don’t get funny.

  13. Anonymous
    14 Dec 09
    9:19 pm

  14. Well I thought it was funny haha

  15. SimonB
    14 Dec 09
    9:21 pm

  16. I have to say that I agree that there’s a bit of an over reaction here. a) it’s not as “bad” as it reads (sorry Tim) and b) as Misha points out, it was never intended to be an ad. I do think Toyota’s PR machine has failed here.

    Anyway, good luck to Misha, I think ya gonna need it.

    Simon….

  17. Art Vandelay
    14 Dec 09
    9:34 pm

  18. I cant get over the amount of people whinging here. What a buch of bores. Seriously. Get a life..

  19. Ange
    14 Dec 09
    9:59 pm

  20. I think,we are all getting a bit too liberal with the “suck my dick “comments! I personally,don’t like the whole agency ego thing! You should actually look at the world and realise that your ad (or whatever you call it) is not making any positive influence on your audience or the general public – it is actually embarrassing! From the client side, It would be good if we didn’t have to deal with losers like you! `

  21. Fred
    14 Dec 09
    10:29 pm

  22. “It’s getting totally SLAMMED by everyone – But that’s exactly what we wanted it to do.”.. well I guess mission accomplished then. Fair p[lay man… I would have avopided saying “S… my d… !”
    Cheers
    Fred

  23. Adrian
    14 Dec 09
    11:01 pm

  24. I agree with Ange. This is a great example of the unhealthy bloated egos of CDs. They can suck my d…

  25. Tim Nicholas
    14 Dec 09
    11:09 pm

  26. Toyota has learnt something from this ‘social’ media experiment – word spreads like wildfire if it’s really really good, or if it’s really really bad. It’s news in the UK now, so won’t be long before US blogs/papers pick it up. Serves them right.

    And the lesson for any agency making a film or recording for any brief (real or demo) – if it’s controversial in any way, shape or form it will find it’s way onto the Net and then the proverbial “horse has bolted”. So be prepared for the shit-storm that rains down on you.

  27. Darryl Mason
    14 Dec 09
    11:28 pm

  28. Ah yes, the Murdoch media both here and internationally have clamped onto a “sexist” ad never intended to screen on TV or be seen by more than a few in the ad industry. But so outraged and disgusted are tabloidia, that they’re now running this tasty clickbait vid all over their websites, and quoting extensively from it, so hundreds of thousands who never would have been exposed to it can now view it and be morally offended.

    What’s the problem here? The guy is a smart-arse little shit, the dad clearly has no idea what’s going on (or he would have reacted differently) and the daughter spends most of her time onscreen checking out her boyfriend’s crotch and arse. Seriously, how is anybody getting even a hint of ‘incest’ out of this?

    The most offensive thing about all this is the media giant that rails against bloggers using their “expensive content” for free, is making a small pile of money out of what is essentially, for them, a free story, promoting it as lascivious clickbait across their online media empire.

    And Misha, you made the ad. Don’t wuss out. Don’t apologise. Stand by your work. Did you ever hear Kevin Bloody Wilson apologise or backdown for even one of his songs?

  29. Mark
    14 Dec 09
    11:28 pm

  30. Love the ad. That kid is going to be the next Dougie

  31. Darryl Mason
    14 Dec 09
    11:58 pm

  32. “So be prepared for the shit-storm that rains down on you”

    The shitstorm will last 48 hours, tops, nobody will care by Thursday morning.

  33. skram
    15 Dec 09
    12:40 am

  34. No, not sexist at all, amirite?
    I mean, the father and the young man only joke about deflowering a young woman while she stands passively in the background, waiting to be palmed off from one man to another.
    What could possibly be sexist about that?
    /sarcasm
    And lets not forget that the men are portrayed in an appalling way too… sexist, leering buffoons who embrace Benny Hill-like humour to communicate. What a fantastic disply of male/female relationships.
    It would be wise to remember that depictions like these DO NOT occur in a social vacuum- they have an effect, no matter how small.
    As for everyone complaining about people being too uptight, I for one have worked both in advertising and in the adult entertainment industry, so I am hardly a ~prude~, yet this is still woefully sexist and archaic. I am also well versed in macros, /b/ and the seedier side of the internet and have certainly seen far worse… however that is not the point.
    This imagery was voted the winner of a competition by a large corporation that is supposed to reflect a decent attitude towards it’s customers, yet it failed to do so and instead has managed to alienate a fair percentage of it’s Yaris demographic.
    Toyota has failed to understand that “the boys club” attitude should go the way of the dinosaur, and it now this marketing disaster to deal with (for quite sometime if the bloggers have any say in it).
    Good job, Micha… you’ve really shown a deep understanding of how social networking operates… lol

  35. Craig Ashley Russell
    15 Dec 09
    12:43 am

  36. People here and elsewhere are talking about this short film as though the alternative is a bland and boring future. For fucks sake you morons, this IS the bland and boring. It’s Benny Fucking Hill! There is no creativity here, no sharp or clever thinking. There is $60k pissed up against a wall.

    Don’t worry about the sexist overtones, this piece of crap, and the cowardly withdrawal from the co-creators, does naught to feminism or the absolute rights of a father to protect his daughter.

    It’s just crap! Be enraged about the fact that YouTube voters thought ‘ordinary’ was ‘exceptional’. What kind of world do we live in where this could win anything.

    Already far too much has been written about this. The good news is Saatchis will not get Toyota’s SM business after insulting the company so deeply. It will go along way to ensuring the remaining Toyota badges are moved away from S&S too.

    @ Darryl Mason – this shit storm will last not even 48 hours online, but the ramifications will echo up and down George Street for a long time.

    And Micha; suck your own dick, you pathetic coward.

  37. liam
    15 Dec 09
    12:50 am

  38. I love controversy.

    :)

  39. Anonymous
    15 Dec 09
    1:15 am

  40. Whoever said sarcasm was the lowest form of wit forgot all about innuendo.

  41. Andre
    15 Dec 09
    6:36 am

  42. to be fair toyota did say it was an ‘experiment’. guess they all got their answer.

    live by social media – die by social media.

    to all the people yelling ‘pc police’ there are millions of examples of provocative and biting ad, films and tv shows that don’t resort to 12 year old footy show base humour at the expense of teenage girls.

    that’s a pretty flat learning curve toyota – kyle anyone?

  43. Lindsey
    15 Dec 09
    7:03 am

  44. For those of you saying this commercial is “brave” or “edgy”, could you expand on that a little? Because for anyone who’s been paying attention for, oh, the history of print and television advertising, I think it should be pretty clear that there’s almost nothing that’s more played out and less brave than misogyny, dehumanization of women, and dick jokes.

    For fuck’s sake. This clip is among the least brave, edgy, or creative I’ve ever seen–it doesn’t take any thought or cleverness or imagination to come up with stupid dreck like this.

    Beyond being patently creepy and gross (anyone else getting incestuous vibes from the Dad character?), this is just plain unoriginal. Sexist advertising has been done to death; get over it and come up with something that’s actually interesting.

    And before anyone jumps all over me for being wrought with hysterics for having the temerity to point out the painfully obvious tradition of sexism in advertising, I’d like to state for the record that I’m not offended, I’m disdainful.

  45. kissmymango
    15 Dec 09
    7:07 am

  46. Amazing, isn’t it, that when people object to the flaccid, stale, boring old misogynstic tripe, they’re called humorless. But the people who inexplicably still find this flaccid, stale and boring misogynistic tripe funny are “edgy”.

    Edgy apparently means “has no sense of humor and hates women”. I’ll remain un-edgy, thanks.

    Stupid ad. Even stupider people defending it.

  47. Dean
    15 Dec 09
    7:52 am

  48. I’m running survey about what impact the Clever Film Competition will have on Toyota.

    I’m curious to see if I can quantify the impact of the event on the Toyota and Yaris brands.

    If you’d like to participate click here: http://www.surveymonkey.com/s/KH3B2JV

    I’ll share the results in a few days.

    BTW – I am not acting on behalf of Toyota or Saatchi’s but do plan to share the results with them.

  49. Lesson #1
    15 Dec 09
    7:56 am

  50. “It was never meant to be on TV” is no excuse. Its now known as the Tiger Woods defence. “Yeah, I had sex with a whole bunch of women, but it was never supposed to be in the news!”. Lesson #1: If you make it and distribute it, its out there and you’ve got absolutely no control over it.

  51. J Daniels
    15 Dec 09
    8:01 am

  52. “Stupid ad. Even stupider people defending it.”
    Kissmymango, you got it in one

    Bet it wouldn’t win a Clio

    As for Micha’s “suck my dick” I doubt he has one !
    (or if he does, it’s the size of a TicTac)

  53. Mango
    15 Dec 09
    8:27 am

  54. Brave? Maybe. Hilarious? No. Sexist? Perhaps. Original? Definitely not.
    And yep there’s definitely a disturbing vibe. I don’t think it’s true to say that ‘the Dad was talking about the car’, because the boyfriend made it quite plain he was talking about shagging his girlfriend …

  55. Tom
    15 Dec 09
    8:28 am

  56. Hey Dean, your survey is messed up. Q1 confuses columns and rows.

  57. kissmymango
    15 Dec 09
    8:30 am

  58. Well, he has to retort “such my dick” in the desperate hope that there’s a single woman out there who would do, despite the years of internet porn ennui obviously ahead of him.

    Dude – a five year old makes dick and fart jokes. Why pay this douche, when you could hire a child and pay them in candy?

  59. Tom
    15 Dec 09
    8:33 am

  60. Here is Misha McDonald: http://campaignbrief.blogspot......enior.html

    The guys who hired him back in ’07: “We like the quirk in Misha’s work,” says Junior’s CD, Steve Minon, “and we like the maturity.”

    Gold.

  61. Dean
    15 Dec 09
    8:42 am

  62. Hi Tom,

    Just checked the survey and it looks OK to me. Q1 just needs you to rate each item on a scale that runs left to right.

    tweet me @drharro if still having probs.

  63. Aidan
    15 Dec 09
    9:15 am

  64. All other issues aside, if you don’t understand how this is sexist you really should go back to school, probably the tertiary kind, and possibly study something called sociology and gender politics. The meaning of sexism and the concepts behind gender seem to be lost on most people who like to run around using terms phrases like, “oh, you’re being sooo PC”, to defend their clearly sexist behaviour. It’s the kind of ignorance that goes along with the usual type of “schooling” that creatives receive – like the pride behind “creatives” that claim they didn’t go to school at all.. good on ya buddy. But sociology isn’t studied in “I want to be an ad man” schools, and isn’t given any prominence in “I’m not quite funny enough to be a comedian so I’ll have a go at ads”. And don’t try and nit pick on terminology here. The use of the term “short film” to describe any type of audio/visual commercial campaign is laughable. It’s a f***ing ad.

  65. J Daniels
    15 Dec 09
    9:16 am

  66. LMAO Thanks for the pic of Micha, Tom (or Misha, whichever)

    Yep, I was right… a “dickless wonder” if ever I saw one
    (a soft & squishy one too) PMSL

  67. Spunky1972
    15 Dec 09
    9:17 am

  68. The film was rubbish, but the suck my dick comment was funny. Misha created it, thought it was funny and put it out there, I’m glad he stuck by it.

  69. Elle
    15 Dec 09
    9:18 am

  70. I think this ad is tacky, cheap and creepy. Last night when I first saw it I thought the advertising agency had sacked all its creative in the GFC. It’s of the quality of the jokes found in a male year 8 locker room. Its just disgusting.

    “Toyota Australia direct marketing and social media manager Todd Connolly told media site Mumbrella: “We wouldn’t distance ourselves from it by any means.”… and what are Toyota doing now? Social media marketing FAIL! Thought we would have learned by now from iSnack, Nestle etc as Andre said “live by social media- die by social media”. People need to take it seriously and stop treating us like morons.

  71. Adam
    15 Dec 09
    9:20 am

  72. Hey, I didn’t know the little Yaris had Airbags and traction control.
    That’s pretty impressive for a small car.

  73. Glenn
    15 Dec 09
    9:23 am

  74. Guys behind the blackface thing on Hey Hey It’s Saturday thought it was funny at the time. So did Daryl.

  75. Lesson #2
    15 Dec 09
    9:26 am

  76. Lay low Misha, lay very low.

  77. anothermous
    15 Dec 09
    9:44 am

  78. Controversial or not this shite is as funny as cancer.

  79. Ali
    15 Dec 09
    9:55 am

  80. I notice the only people saying ‘harden up’ are men, I just wonder how many of them are white and straight as well? I have to say it must be nice to be able to dismiss everyone since discrimination will never happen to you. Micha, grow a brain and stop acting like a 5 year old, ‘suck my dick’ indeed.

  81. RossM
    15 Dec 09
    10:08 am

  82. First the director says everyone worked for free on the project, then the writer says they spent $60K.

    Just goes to show what I’ve always thought about agencies; really great at pissing money up against the wall, with very little to show for it up on the screen.

  83. Anonymous
    15 Dec 09
    10:18 am

  84. Micha is it? Given the maturity level of the ad and the comments of your moronic supporters, I would expect that most of you would be quite young and never really cared about anything but yourselves and feeding your own egos.

    The day will come for most of you where you will have your own daughter or niece. When that day comes, please think about someone ‘pounding’ her or getting her ‘on her back’ and then let us all know if you still think it’s funny.

    If that’s too far into the future for you, think about someone making the same comments about your mother, sister or even your grandmother.

    If after doing that you can’t comprehend why this ad is disgusting, then you should probably be seeing a psychiatrist or sitting in a prison cell.

  85. Shane
    15 Dec 09
    10:34 am

  86. What a coup for Toyota … international discussion of their brand.

    Isn’t advertising, in whatever form, supposed to capture attention?

  87. peta
    15 Dec 09
    10:34 am

  88. This is unquestionably a cheap, sexist pub ‘joke’ that is not fit for a global car ‘family’ brand.

    Interesting Toyota would give a team like this the responsibility for creating their brand image in the Social Media space. Why ‘experiment’ when you can just hire an agency that knows what they are doing.

    Toyota was smart to apologise. What about Saatchi? They seem to have all the balls to approve this but not to make an apology or even a comment. Perhaps they still think there is nothing to apologise for!

  89. Rascally
    15 Dec 09
    10:39 am

  90. To be fair to Micha, he is in Qld and it’s circa 1976 up there. Blankety Blanks is #1 on the tele and Ugly Dave Gray is the hot ticket on a Saturday night.

    Most of us are commenting from the context of late 2009 and urban centres rather than cow paddocks so no wonder it’s difficult for us to see his point of view.

    He’s doing the best he can given he’s not good enough to get a job in a proper city.

  91. Nang
    15 Dec 09
    10:40 am

  92. Lol at 42. Anonymous. “Micha is it?”. “then you should probably be seeing a psychiatrist or sitting in a prison cell” Yes, lock up any person who has a different way of thinking than you do. That has been tried before. Gave us the dark ages. Well done Christianity.

    Great clip. Loved it. I thought it was hilarious. If my favourite shows were interrupted with 3 mins of content this entertaining as opposed to the boring smack that usually gets thrown in my face I would deffinately not be flicking channels in ad breaks trying to find “not ads”. The S & S people deffinately know a good thing when they see it. Good job.

  93. Anonymous
    15 Dec 09
    10:46 am

  94. Nang is it? More like Nong. Learn how to spell.

  95. CSAllen
    15 Dec 09
    10:51 am

  96. Whether the ad is crap or good- Toyota needs to put Todd Connolly on a leash

  97. Jemma Louder
    15 Dec 09
    10:53 am

  98. When advertising men and car dealers collide… Toyota has always been the most sexist car brand in Oz. Now women have proof. Buy a Kia instead…

  99. Amy Burnes
    15 Dec 09
    10:56 am

  100. When will the automotive and advertising industry understand that women are consumers too? This is not a sitcom. It’s pure SMUT and highly offensive. That Toyota endorsed it is DISGUSTING. I’m trading in my Corolla like NOW.

  101. RossM
    15 Dec 09
    10:59 am

  102. If the clip in question was handled with any degree of subtlety or style, the outcome would have been different.

    It was ham-fisted and crass and definitely ‘crossed-the-line’ the minute the ‘father’ began joining in with the ‘boyfriend’ with blatant double-entendres.

    It might have actually been funny if the old man had no clue at the boyfriend’s meaning, much in the same fashion as Gareth being at the mercy of Tim and Dawn in ‘The Office’.

    I guess the name of the game with the latte-sipping young guns in the ad game is to shock and outrage and anybody who doesn’t ‘get it’ is the one with the problem. They make the clips for each other and have contempt for their audience.

  103. Fake Stephen Conroy
    15 Dec 09
    11:04 am

  104. You know what’s needed? Some kind of process — or filter — that can protect decent, hard-working Australians from Social Media campaigns and saucy internet videos.

  105. Rascally
    15 Dec 09
    11:06 am

  106. @RossM

    Thats a really good point. If the daughter and the suitor had been in on it together and surreptitiously teasing the dad, it would’ve made all the difference to the context. Still smutty, but less creepy. A more experienced writer and observer of humour, rather than shock tactics, might have picked up on this.

  107. Kruppy
    15 Dec 09
    11:09 am

  108. Whether it was intended for TV or not this ‘short film’ has Toyota branding. And as Toyota is a conservative family loved brand this content is totally inappropriate. I’m astounded it was approved by some form of authority.

  109. Lisa O
    15 Dec 09
    11:10 am

  110. mediocre idea. but do love the back-pedaling and excuses from toyota and mischa.

  111. John Winter
    15 Dec 09
    11:21 am

  112. Way to enter social media…nice work.

  113. Tim Bennett
    15 Dec 09
    11:40 am

  114. In comment #1, I said that I didn’t find the ad sexist. I’ve changed my mind.

    It’s sexist against men.

    Why is it that the ad creators have placed these words in the mouths of men? Because the prevailing historical view is that men are sexually dominant, predators who have one thing at the top of their mind at all times: fulfilling their lustful desires at the expense of virginal young women. This ad simply perpetuates that stereotype.

    Of course, I’m being facetious – but only slightly. I think that the mistake people are making is to think that there must be something wrong with an ad that they find offensive – but offense is primarily a matter of taste, not morality. Yes, the jokes in this ad are crude and distasteful, which is why some of us find them funny. And that’s OK; not all humour has to rise above the vulgar.

    As for sexism, I’d like to hear better explanations about why this ad is sexist – most commenters seem content to sling the “sexist” tag at the ad and be content with that. The best reason I can come up with is the sexual objectification of women: the men in this ad are treating the woman as a sexual object, not as a person.

    But compare this with presentation of the woman herself: confident, assertive, and in control of her situation. The ad clearly distinguishes between the perspectives of the male characters (the girl is an object to be possessed) and the reality of the girl. In doing so, I believe it shines the light of ridicule onto what one commenter above deemed a “dinosaur” attitude.

    And that is the ad’s weak spot: the author gives the male characters sexist, clueless personas, but without consequence. The ad presents a scenario where thinking of a woman as an object is no barrier to a positive outcome. A cynic may note that this is not dissimilar to the real world, but it’s not really an appropriate message to associate a family brand with – hence “brave”, as I originally called it.

    But does the ad itself objectify and demean women? I argue it doesn’t – and I welcome some creative discussion, rather than the slanging that’s gone on above.

  115. version
    15 Dec 09
    11:45 am

  116. Not sure why people keep mentioning the use of double entendre. A double entendre is something which can have two meanings. “I’m here to take Jennifer’s virginity out tonight.” is not a double entendre in that it only has one meaning. There is no ambiguity or humour.

  117. Glenn
    15 Dec 09
    11:49 am

  118. So someone explain it to me again, someone at The Foundry writes an ad as part of a competition run by Saatchi & Saatchi for Toyota?

    Does anyone do their own work anymore?

  119. mbot
    15 Dec 09
    11:57 am

  120. I’m in the process of shopping for a small car and tossing up between the Yaris and Mazda 2, so I watched the ad with the mind of the ‘end consumer’. Even though Mischa says it wasn’t meant to be shown on TV etc. etc. where this ‘ad’ fails is that it completely doesn’t SELL the car to me AT ALL.

    The impression I was left with was kind of just ‘yuck’. Doesn’t appeal to me at all – I’m smack bang in their target market and I was left with a vibe of ‘ewww’.. All the characters are stupid, vacuous and one-dimensional. Crap writing. A big FAIL from a creative point of view, let alone examining the all the outright almost creepy sexism in there… No wonder I only watch DVDs to avoid the ads…

  121. Vision Wrangler
    15 Dec 09
    11:58 am

  122. The kid with the car is that actor Liam Nunan from Channel 10′s Preschool television show Puzzle Play?

  123. ANON
    15 Dec 09
    12:09 pm

  124. “But that’s exactly what we wanted it to do” …post-rationalisation at its best!

    Hats off losers!

  125. Tim Nicholas
    15 Dec 09
    12:15 pm

  126. So Darryl Mason (#16) – do you still think no one will care by tomorrow morning???
    Toyota certainly will after front page stories in Aust, and UK, US coverage.

    to Tim B (#57), whilst I am vehemently opposed to this video, any real or perceived sexism isn’t the primary reason. It’s the implied collusion between a father and his daughter’s boyfriend to share a joke about the sexual deflowering of the daughter. Who in their right mind would condone this attitude? Remove the father from the innuendo-laden script and it could have been funny; it certainly would have been far less controversial.

    Vote for this has worst PR disaster of 2009 here:
    http://prdisasters.com/worst-p.....r-entries/

  127. mame dennis
    15 Dec 09
    12:33 pm

  128. What a waste of time and a stupid thing to do to a brand – if it was meant for television or not. I agree with Lisa O #55

  129. Aidan
    15 Dec 09
    1:14 pm

  130. I think attempts at de-constructing this ad may still fall in the conclusion that it is sexist, regardless of perspectives such as “against men” and the like. My exhaustive research (read: Google search) found this little article, which is merely a pointer to the type information you may be wishing to find. I don’t think this is a place for a discussion of the definitions of sexism (and in-turn feminism), as to provide enough evidence in a comment box is beyond the time most people could be bothered with. I think the general public reaction would be a fair gauge of the offensiveness though. But using a moral stance to argue either way usually falls short, which is why I would point you towards the work of social and political scientists, over those who would use moral arguments such as politicians, church leaders and tabloid opinion writers, bloggers and columnists.

    In conclusion: read a book, not the internet, if you want to learn something. You’ll find the local library has some gems on this subject, or if you want to use the internet, you can search for books there too.

    http://finallyfeminism101.word.....efinition/

  131. notevenoriginal
    15 Dec 09
    2:21 pm

  132. This ad from Dicken’s Cider shows you can execute a similar idea in a far more creative, less offensive and dare I say it, even funny way…
    http://www.youtube.com/watch?v=KH7WlLjKW5w

  133. Dusty
    15 Dec 09
    2:46 pm

  134. Seriously, it’s not that bad. It’s not at all incestuous (isn’t the whole point that the dad isn’t in on the joke?) and not sexist – I think some people need to look that word up. Whether you think it’s funny or not is another issue altogether but that’s more about taste.

    But you have to hand it to them – it’s created a buzz.

  135. Geoff
    15 Dec 09
    6:34 pm

  136. Gold Misha
    Though I probably would have gone with “lick my balls”!

  137. gabri
    15 Dec 09
    7:02 pm

  138. it’s funny.. it is a joke.. smells like some folks are a teeny bit jealous.. suck my tit

  139. dan
    15 Dec 09
    7:27 pm

  140. too funny. great work Misha!

  141. David Turner
    15 Dec 09
    7:47 pm

  142. kissmymango…….disturbing you are actually thinking of paying kids with lollies.

  143. Sean
    15 Dec 09
    8:18 pm

  144. Some material reads well, but doesn’t come across on film the way it reads. Being able to tell when this is so is a sign of film-making experience. I’m not saying Micha isn’t talented, but it’s clear where his limits are at the moment. He should stick to short film production for niche audiences until he matures as a film-maker. At this time, he doesn’t have what it takes to target buyers within a specified demographic in the way the advertising industry requires of its successful proponents. This is not necessarily a bad thing. Good luck to him come Tropfest.

  145. RossM
    15 Dec 09
    9:14 pm

  146. The Dickens Cider clip proves my point, genuinely funny and well-executed.

    Nobody begrudges genuine talent, but there are a tonne of smartarse pretenders out there who have gossamer-thin skin when it comes to criticism.

  147. Michelle McCarthy
    15 Dec 09
    9:28 pm

  148. Mish
    Perhaps this is a time when you could have used some advice from the Steady-On Crew.
    Thought it was clever.
    I’ll suck your dick anytime.
    Mash

  149. Goji
    15 Dec 09
    10:20 pm

  150. Not sure why people keep mentioning the use of double entered. A double entered is something which can have two meanings. “I’m here to take Jennifer’s virginity out tonight.” is not a double entered in that it only has one meaning. There is no ambiguity or humour.

  151. Lej
    15 Dec 09
    10:29 pm

  152. Misha should suck his own dick. Hopefully he’s the only one gullible to do so.

  153. David M
    15 Dec 09
    10:30 pm

  154. Micha’s comment may have diverted a lot if attention away from Saatchi & Saatchi who came up with the UGC/social media campaign and were clearly instrumental in sanctioning the film as a winning piece for the Toyota brand. How could one of the industry’s biggest names not have the wisdom to know right from wrong, especially for a client brand with whom they have a very long history.

    If anyone is to blame, it’s Saatchi & Saatchi for failure in their duty of care to a respectable client.

    And this scandalous, womanising, derogatory and incestuous humour is deemed appropriate for the agency who also does work for the United Nations’ white ribbon day? What does UN or white ribbon have to say?

  155. Anonymous
    15 Dec 09
    10:43 pm

  156. Goji, I hope you mean double entendre… double entered in the context of a father and boyfriend with the young girl is a bit… um… wrong. But I laughed…

  157. Melbourne Creative
    15 Dec 09
    11:09 pm

  158. To the defenders…
    It doesn’t even make sense on its own (awful) terms as a bit of comedy writing. The first few lines “I’m Horny” etc set up the idea that we’re hearing the unfiltered truth coming out of everyone’s mouth, (which for a moment has promise). Then it just changes gears and starts with awful innuendo substituting the daughter for the car. Then it goes back to the kid telling the ‘truth’ again with the line ‘I’ll have her on her back…’ no longer innuendo (as many people have pointed out). Then there’s a line at the end “For clean getaways” which seems to explain none of what went before.
    The writer clearly doesn’t know what he’s doing.
    My point is, it’s not only offensive, it’s also amateur. It’s not that people ‘don’t get it’. They get it. And think it’s shit. The people who are defending this, I hope, aren’t in the industry or any kind of writers.
    Also don’t turn this into a men vs women argument. For the record, all the men in our (large) agency think this is utter shit.

  159. Sean
    15 Dec 09
    11:47 pm

  160. “…come too prematurely?” -double meaning.
    “…traction control for when it gets a bit slippery.” -innuendo.
    “…she can take a pounding in any direction?” -double entendra (and suggestive of incest).

    Melbourne Creative’s comments on the changes in pretence are spot on. This is not a well written film. As advertising, it fails its client’s expectations and then some. David M quite fairly separates the film-maker from the advertising agency. McDonald made a film that Stratton and Pomeranze might can or praise. Saatchi & Saatchi, who chose the film, failed to understand the medium, compromising Toyota’s faith in Saatchi & Saatchi’s abilities as media-savvy advertisers to represent their brand. McDonald should be judged on the film he made, and Saatchi & Saatchi on their decision to use it as advertising.

  161. Sexist Scum Bag
    16 Dec 09
    5:41 am

  162. Oh you guys take the cake having a go at that funny little ad.
    I am really love’n the conservative, PC, feminist, mafia getting their boiler suits in a knot.
    oh yeah- He’s in advertising. He’s the winner here. You guys just don’t get it do you…ah hello its about drawing attention?

    I’m buying a Yarris!

    s

  163. RossM
    16 Dec 09
    7:23 am

  164. [quote]Oh you guys take the cake having a go at that funny little ad.[/quote]
    It’s a little ad, but it wasn’t particularly funny.

    [quote]oh yeah- He’s in advertising. He’s the winner here. You guys just don’t get it do you…ah hello its about drawing attention?[/quote]
    As many on this thread have already pointed out, we get it, we just think you can’t serve up a dog’s turd and call it a chocolate eclair.

    The object of the exercise is not JUST to get attention by any means possible, it’s to represent the brand and SELL the product. If all the prospective customer sees is an amateurish attempt at schoolboy humour, why the hell would they want to touch the car.

    Worse still, if the target audience is young women, or parents buying their kids their first car, you’ve just increased the competition’s sales for them.

  165. cliff
    16 Dec 09
    8:28 am

  166. Suck My Dick you whining assholes.

    Great vid =)

    ps, girls like fucking too, thats why there is a human race you morons.

  167. Sexist Scum Bag
    16 Dec 09
    10:00 am

  168. Hi RossM,
    Love the [quotes].
    You obviously spent some time on your response.
    The banality and lack of creativity and wit in your reply just further underlines how small minded the critic is of this short film-that was entered into a competition online.
    You could have always pressed the stop button while watching- instead it seems you lapped up each second in disgust. That’s sad- yet really funny. So you’re not so boring after all.
    Thanks.

  169. Sarah
    16 Dec 09
    10:22 am

  170. You have no reason to apologize.. these pc idiots need to get a life.. I’m a 23 yr old woman with a scion in the garage, and I say the ad is hilarious..

  171. Sexist Scum Bag
    16 Dec 09
    10:38 am

  172. Hi Craig Ashley Russell
    Yeah nice one Craig- Its always great to have someone so even tempered on the team.
    Remember what mummy said about more than two cups of coffee before work

  173. Observer
    16 Dec 09
    10:57 am

  174. TO: ‘Melbourne Creative’ -and the other moaner ‘ creatives’

    Yawn— not so creative after all are we according to the long winded highly boring responses. Why not post one your own fabulous creative works?? mmm?

    I know not enough time- so many blogs to moan on today before going to work in the Yaris and sitting down to a day of facebooking

  175. L.B.
    16 Dec 09
    1:28 pm

  176. “The day will come for most of you where you will have your own daughter or niece. When that day comes, please think about someone ‘pounding’ her or getting her ‘on her back’ and then let us all know if you still think it’s funny.”

    Let’s go one better – Micha, stretch your imagination for a minute (I’m sure it needs the exercise) and envision yourself in prison ( perhaps for an offence like – oh I don’t know, promoting hate-speech against half of the world’s population maybe).
    Then imagine one of the top dogs in your prison doing a deal with another top dog who has noticed you and kinda fancies you.

    They’re discussing you. TD1 thinks he can help arrange for TD2 to have you on your back and give you a good pounding by 11 o’clock that night, or in fact, any old time he feels like tappin’ you.

    They’re sorting out the specifics of the deal. The discussion doesn’t include you, you’re present but you’re invisible. Your opinion is irrelevant. When the deal is finalised TD1 and TD2 have a good old laugh about you. Are you laughing along with them, Micha? Is it funny??

    Well is it??

  177. Brian
    16 Dec 09
    2:03 pm

  178. I know nothing about advertising but isn’t the Yaris a chick’s car? Surely cute doggies and Prada hangdbags and corporate climbing females would have been a better, more traditional route?

  179. Glenn
    16 Dec 09
    2:11 pm

  180. Hey Tim, can you please close this comment thread too for reasons of tedium? All we’re reading now is the sounds of the bottom of this longtime-empty, argument well being scraped.

  181. David
    16 Dec 09
    2:24 pm

  182. One of the golden rules of social media is to pick the right battles. i cant believe this is a battle so many want to fight.
    Lets keep pushing boundaries I say…and be constructive in criticism when we do.

  183. AK
    16 Dec 09
    2:34 pm

  184. Tim – I bet your loving the trafic and time spent on your site created by this, it took me forever to read all these posts!

    P.S. can anyone recomend a good small car to get me from a to b, i need one that can take a good pounding from all directions!!

  185. Whistler
    16 Dec 09
    5:25 pm

  186. @ #84 and #86… S’that you Backie?

  187. Melbourne Creative
    16 Dec 09
    9:42 pm

  188. @ 87. Observer
    I don’t have to post it on here. You can look at the One Show, D&AD or Cannes website.

  189. Max
    17 Dec 09
    8:47 am

  190. Only extreemly sick individuals would object to this commercial.

  191. Anonymous
    17 Dec 09
    10:06 am

  192. @95
    I think you’ll find many people aren’t concerned about the ‘racy’ nature of it, just that it’s dumb and badly written.

  193. Don't get it.
    17 Dec 09
    7:00 pm

  194. No #96 Anonymous. That it’s dumb and badly written is a given. That it’s in poor taste is fairly evident. But what’s inexplicable, if not unforgiveable, is that members of Toyota’s marketing department and Saatchi’s, a Toyota agency, would choose this as the winner of a Toyota sponsored competition. I don’t know about your agency, but where I work, we get paid to make our clients look good.

  195. ray
    17 Dec 09
    10:19 pm

  196. No#97. My thoughts exactly. Are Toyota’s marketers so out of touch?

  197. RossM
    18 Dec 09
    9:41 am

  198. ‘Are Toyota’s marketers so out of touch?’
    And arrogant and juvenile, based upon some of the postings of their defenders.

    They don’t actually fulfill their briefs because they treat their audience with contempt and mistake the bubble they live in for the real world.

  199. Paul
    19 Dec 09
    10:15 pm

  200. I just wanted to be the 100th person to comment

  201. suzy
    22 Dec 09
    1:05 pm

  202. About as funny as an episode of “The Benny Hill Show”…….

  203. Bring Out the Pitchforks!
    30 Dec 09
    3:31 pm

  204. Since when did highly conservative Christians get jobs in advertising? Or maybe everyone posting on here has a higly illustrious career in social media? Not very busy at the moment?

    I happen to know Mish, he’s a great guy and a good shit storer as well. As for the blame? Listen to your bibles o bloggers against Satan about taking offense.

    It’s fuckwits like this that are turning Australia into a Nanny state run by puritans. We should round you up, kick you back on the boat and shit on your face for what you’re doing to our values. And if you don’t like our values, fucking swim home. Tongue in cheek for all the morons out there.

  205. Bring Out the Pitchforks!
    30 Dec 09
    3:37 pm

  206. It’s also funny to note ‘border security’, an ad all of you liked had it’s sights aimed squarely at you latte drinking pink shirt wearing poofs. Do some hard work for a change, you might realize why tradies swear a lot.

  207. Glenn
    30 Dec 09
    8:58 pm

  208. Christ.

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