Toyota in the spotlight over “blasphemous” SUV advert in South Africa

Toyota South Africa Motors (TSAM) has come under fire over the wording used in an online banner used to promote its new Land Cruiser FJ.

According to the Advertising Regulatory Board (ARB), a consumer filed a formal complaint against the manufacturer over an advertisement used for its new SUV.

The complainant took issue with the text used in the banner image displayed on TSAM’s website page for the Land Cruiser FJ, which reads “I Am What I Am.”

The individual argued that the phrase “I am that I am” is attributed to God in the Christian Bible and that Toyota’s use of the phrase “I am what I am” is blasphemous, disrespectful, and insensitive to the Christian community.

In response, the advertising agency Publicis Groupe Africa, on behalf of TSAM, submitted that it respects and acknowledges the complainant’s interpretation.

However, it argued that this perceived association between the advert and biblical text is not supported by reality and the context surrounding the campaign or its execution.

The advertiser added context to the quoted text, noting that other phrases used to promote the Land Cruiser include:

• I AM DRIVEN
• I AM CAPABLE
• I AM MAJESTIC
• I AM INTRIGUING
• I AM UNBREAKABLE
• I AM SOPHISTICATED

The company said that the “I Am What I Am” phrase is a culmination of these attributes, which are used to describe a versatile vehicle.

The advertiser also cited previous ARB decisions regarding religious complaints, noting that the regulatory board maintains an objective, secular approach that balances freedom with expression with freedom of religion in line with the Constitution.

This includes 2699 Benoni Islamic Info Centre / Lamprecht (16 August 2023) and 2927 Rizzen / Marais & Another (11 December 2023).

“These examples were all dismissed on the basis that they did not comment on, ridicule or belittle any particular religion despite being set in a religious environment, or directly referencing elements from Christianity or Islam,” said the advertiser.

It said the Toyota Land Cruiser FJ banner contains no religious icons, references, or images, does not depict the car in a religious setting, and makes no references to Christianity or the Bible.

Furthermore, the phrase “I am what I am” is not exactly the same as “I am that I am.” It is also not a phrase that is uniquely associated with Christianity.

ARB’s decision

The Directorate of the ARB considered the complained under Clause 1 of Section II, which deals with offensive advertising.

The clause states that “No advertising may offend against good taste or decency or be offensive to public or sectoral values and sensitivities, unless the advertising is reasonable and justifiable
in an open and democratic society based on human dignity, equality and freedom.”

Importantly, the clause also states that “The fact that a particular product, service or advertisement may be offensive to some is not in itself sufficient grounds for upholding an objection to an
advertisement for that product or service.”

The Directorate said in its findings that the phrase “I am what I am” would not necessarily be viewed as a Bible reference by everyone that sees the ad.

It added that the phrase is not typically considered sacred and has been used in songs and other media for years.

In the absence of any direct religious imagery, the Directorate was not convinced that the average person would perceive the text as a reference to God’s conversation with Moses.

Even in cases where consumers make the link, nothing in the ad attempts to belittle or make a derogatory connotation with any religion.

“Finally, while not decisive of the matter, it is noted that the ARB has only received one
complaint on this advertisement. This is unusually low for a religious offense complaint,” it said.

Because of this, the advertisement was found not to be in breach of Clause 1 of Section II of the Advertising Code.

The complaint has been dismissed.