Play

00:00

/

00:00

Full screen
Video quality

Low 0 MB

High 0 MB

HD 0 MB

Captions
Volume
Volume
Hero image for Bugger - Toyota Hilux

Bugger - Toyota Hilux

Commercial (Full Length) – 1999

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 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 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

Key Cast & Crew

Generic Profile image for John Kearney

John Kearney

As: Farmer

Profile image for Tony Williams

Tony Williams

Director

Generic Profile image for Howard Grieve

Howard Grieve

Writer

Generic Profile image for Irene Malone

Irene Malone

As: Washing line victim

Profile image for Wesley Dowdell

Wesley Dowdell

Actor

Profile image for Ash Turner

Ash Turner

Production Designer

Produced by

Logo for Saatchi & Saatchi

Saatchi & Saatchi

If you liked this, you might also like...

Collection
Collection image for The Tony Williams Collection

The Tony Williams Collection

This collection showcases the career of NZ screen...

Collection
Collection image for The Top 10 NZ Television Ads

The Top 10 NZ Television Ads

Great adverts are mini works of magic. This collection of...

Collection
Collection image for 60 TV Moments: 1960 - 2020

60 TV Moments: 1960 - 2020

60 TV moments from across the decades, celebrating 60...

Collection
Collection image for Cats and Dogs

Cats and Dogs

A collection of screen cats and dogs. The purrfect canine...

Collection
Collection image for NZ On Screen Turns 10

NZ On Screen Turns 10

From Britten to Bugger, this collection celebrates 10...

Thumbnail image for Spot - Telecom

Spot - Telecom

Another dog commercial from Tony Williams

Thumbnail image for Welcome to Our World - Toyota

Welcome to Our World - Toyota

Another classic Toyota ad

Thumbnail image for Dogstar

Dogstar

Documentary about farmers and their dogs

Thumbnail image for Great Crunchie Train Robbery  - Cadbury Crunchie

Great Crunchie Train Robbery - Cadbury Crunchie

Another famous Tony Williams commercial

Thumbnail image for Hugo and Holly - Kentucky Fried Chicken

Hugo and Holly - Kentucky Fried Chicken

Another beloved commercial

Thumbnail image for A Dog's Show - 1981 Final

A Dog's Show - 1981 Final

Sheep dogs being put through their paces

Thumbnail image for New Zild - The Story of New Zealand English

New Zild - The Story of New Zealand English

Documentary about evolution of NZ English

Thumbnail image for Dear John - BASF

Dear John - BASF

Another famous Tony Williams commercial

Thumbnail image for Beautiful

Beautiful

More laconic Kiwi humour

Thumbnail image for Police Ten 7 - "Always Blow on the Pie"

Police Ten 7 - "Always Blow on the Pie"

More headline making television

Thumbnail image for Eric the Goldfish

Eric the Goldfish

Another ad starring an animal

Thumbnail image for Hang on a Minute Mate

Hang on a Minute Mate

More blokey Kiwi humour

Thumbnail image for Jockey Underwear

Jockey Underwear

Another classic Kiwi ad

Thumbnail image for Hairy Maclary from Donaldson's Dairy

Hairy Maclary from Donaldson's Dairy

A more polite dog

Thumbnail image for Outdoor Dogs

Outdoor Dogs

Working dogs in the 1950s

Thumbnail image for Tux Wonder Dogs - Series Six, Episode Six

Tux Wonder Dogs - Series Six, Episode Six

Dogs in competition

Thumbnail image for Bushman

Bushman

Features bushmen of an earlier era

Thumbnail image for Campbell Live - Driving Dogs

Campbell Live - Driving Dogs

More dogs and cars

Thumbnail image for Crumpy and Scotty - Toyota Hilux

Crumpy and Scotty - Toyota Hilux

Another classic Toyota commercial

Thumbnail image for Wonderful World - TV One Channel ID

Wonderful World - TV One Channel ID

Another classic dog ad

Thumbnail image for Dog Squad - First Episode

Dog Squad - First Episode

A show following working dogs

Thumbnail image for Mitre 10 - You're Dreaming

Mitre 10 - You're Dreaming

Classic Mitre 10 advert starring kids