A series of farming mishaps each provoke the laconic comment — “bugger”. That was the formula behind one of New Zealand’s most iconic advertisements. Made by Saatchi and Saatchi to follow up the beloved Barry Crump/Lloyd Scott Toyota ads, and directed by ad veteran Tony Williams, this campaign 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 Fred Dagg and Footrot) made for Kiwi pop culture magic.
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.– Andrew Tinning, Creative Director of advertising agency Saatchi and Saatchi