Toyota’s ‘sexist’ Kluger ad takes a year to offend
A Toyota Kluger ski campaign suggesting mums should take the easier blue runs while dads tackle the black runs has been running for more than a year at Thredbo before attracting the attention of critics, who claim it to be ‘sexist’.
A social media post by a skier published over the weekend shows the banner with the three symbols signifying the difficulty of runs, with the green run for Kids, the blue run for Mum, the black run for Dad and the hot chocolate for everyone.
Natalie Goldman said in a Facebook post the ad had been drawn to her attention by a client.
“I am insulted and shocked at this type of advertising that suggests that women are only capable of doing the intermediate run, whilst men can do the harder ones,” Goldman wrote.
“Toyota Australia, so do you mean now you are creating cars for women that are easier to drive than for men?”
The banner is part of a broader campaign being run by Toyota as part of its sponsorship arrangements with Thredbo.
However, a Toyota spokesperson said that the campaign was more than a year old and had not attracted any negative attention until this week.
The campaign was meant to have been replaced with a new one, but weather conditions meant that it had not been replaced with the 2016 version yet.
“It’s an old campaign and was part of a bigger creative idea with different banners for different features,” the spokesperson said.
“It didn’t receive any comment last year that we are aware of.”
The offending banner has since been removed, although it is understood that other banners which are part of the campaign have been left in place.
“The campaign was not intended to cause any offence – we simply wanted to highlight that Thredbo, much like the Kluger, has something for everyone,” the spokesperson said.
Was going to make a tongue in cheek comment about complaining now about a campaign that’s been running for a year already. (Vikings! WTF?? That’s no way to behave! I’m never buying from Ikea again!… etc). However, I couldn’t think of a way to point out what I saw as an overreaction to a year-old advertising campaign without offending those already offended by advertising campaign.
So I won’t comment at all, OK?
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I am a kid and I am offended too…What about our rights!
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As a human I am offended by these other disgusting radicalized people who can get offended over anything that doesn’t even target them.
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I think it’s elitist that they would advertise in a location that only affluent people can afford to visit. Shame on you, Toyota!
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I’m still reeling from reading ‘SUV’ instead of 4WD or AWD. And don’t get me started on calling a dual-cab utility, a ‘truck’ instead of what they are….a ute! Who do I complain to about THAT!?
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And the mug – who gets marshmallows in their hot chocolate these days? I wish.
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Which route did she end up taking? Probably the blue square, Toyota was right I’m buying a Camry!
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Honestly!! Seriously!! Lighten Up!! People, and especially those people (we all know who) need to get back down to earth! Being offended by a simple ad is just taking it too far, and making such a big issue about it – well, borders on various scales of crazy. Campaigns are cleverly crafted to draw attention, which… HaHa, you just made the campaign a huge success!! Climb back in your box next time something like this offends you. In my books I have put you under the “never discuss anything as you may blow up and make a scene” list.
There is a saying about small things and minds… Sums it up I guess!
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… and I have to be all things to all people … imagine how I feel.
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