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  1. The classic Toyota Hilux ad.


A series of farming mishaps each provoke the laconic comment — “bugger”. This was the formula behind one of NZ’s most iconic advertisements. Made by Saatchis to follow up the beloved Barry Crump/Lloyd Scott Toyota ads, and directed by Tony Williams, it attracted 120 complaints to the Advertising Standards Authority (who ruled that “bugger” was unlikely to cause serious offence). The shock value of that word, the role of Hercules the dog, and the performance of the hapless farmer (in the tradition of Dagg and Footrot), made for Kiwi pop culture magic.

Credits (6)

 Tony Williams
 Howard Grieve
 John Kearney

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Comments (5)



That's a screamer



Giggling hysterically. :)



Lol that woman at the end ( the one who gets mud splashed in her face) is my Drama teacher

 Denis WIlson

Denis WIlson

Great to see this Ad on demand.
Denis Wilson

 Nigel Jones

Nigel Jones

Gosh, can't believe that this is 11 years old now.

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Collections.   See all collections ›  

Included in:

 The Tony Williams Collection


Setting out to offend people is not a smart thing to do. We have a responsibility to be sensitive, and not be offensive or exploitative. The last thing we want to do with a client is attract negative publicity. 


1999 Cannes Film Festival
Gold Lion

1999 ATV Awards
Best Humour
Best NZ Commercial of the Year
Best Australasian Commercial of the year
Best of Show
Best Director Award

1999 Australian AWARD Awards (Sydney)
Gold Award
Best Director

1999 AXIS Awards
Best Director
Gold, Best Commercial
Best Campaign