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Company: Toyota Motor Corp.
    View Company Scorecard / Contact Company
Brand: Toyota Trucks
Ad Title: Poison Dart
Business Category: Automotive
Media Outlets: Television
Country: United States
Region: North America
Agency: Saatchi & Saatchi Advertising
Year: 2004
Target: Mainstream
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Theme(s)

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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A Toyota truck navigates the perimeter of a mountain, doused in mud. A group of guys are in the vehicle and pull up to their remote destination, an ancient temple.

As they emerge from the vehicle, ominous jungle sounds warn of danger. Ready to inspect the temple, one of the men steps on a rigged stone that sends a poisonous arrow into his neck, "Indiana Jones and the Temple of Doom" style. He reacts nonchalantly, "Owww... Yeah that kind of burns a little... A little help here..?"

None of his friends take action. The injured one says, "I think somebody's going to have to suck the poison out." His friends look around silently concerned, not sure what to do, then one responds by ignoring the request, "Yeah... We better find somebody fast."

The implication is that it's better to let a friend die of a poison arrow than help him out than to put mouth to neck (the appearance of giving a hickey).

This commercial is a much less interesting version of an earlier take by Reebok.

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Jerrel Peterson , New York, NY
I love how Toyota can put forth a Homophobic ad and then seal it with the tagline, "Toyota, Moving Forward". Sad.
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Country: United States
Region: North America
Year: 2001


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