Bugger
Toyota Hilux1999
Bugger is a 1999 45-second television commercial for Toyota Hilux, created by Saatchi & Saatchi, Wellington.
The line
Bugger.
Why it works
A farmer tries out his new Hilux around the property and keeps underestimating its power: a fence goes down, a tractor tips over, a tree stump flies through the air, a cow is stuck in a trench, and his dog misses the tray as the ute takes off and lands in the mud. Each mishap draws a single word from the farmer, his wife and finally the dog: "Bugger." Written at Saatchi & Saatchi Wellington by John Plimmer, John Fisher and Howard Greive and directed by Tony Williams, it took over from Colenso's long-running Crumpy and Scotty Hilux ads. Although it was restricted to screening after 8.30pm, it drew 120 complaints, still the most for any New Zealand TV ad, but the Advertising Standards Complaints Board ruled that in its humorous rural context the word was unlikely to cause widespread offence. The ad is credited with shifting public attitudes to the word, and it won a Gold Lion at Cannes in 1999.
Techniques
- Humour Each mishap with the powerful new ute, from a flattened fence to a dog that misses the tray, draws the same single exasperated word.
- Demonstration The farmer keeps underestimating the Hilux as it knocks down a fence, tips a tractor and sends a stump flying, comically showing off its power.
- Shock and provocation Builds the punchline and tagline around a mildly rude word, a cheeky provocation that draws a record number of complaints.
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