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Toyota ‘Nothing Soft Gets In’ ad campaign

By Matt Brogan |

Who could forget the ‘Bugger’ ads that made Toyota’s last Hilux campaign so memorable. Well, now there’s a new one featuring Toyota’s Country Border Security. The moto? Nothing soft gets in. Enjoy!


 
  • milobob

    Bahahaha… I love it!

    How can they say my pretty Outlander is not worthy :(

  • talk then think

    hahahahahha great ad love the part at around 1.10 the metro asks if it’s sparkling. LOL

  • Robin Graves

    Love it – great ad. Does that sound soft? Maybe I should say, ‘hmm yeah its ok I spose’

  • gary

    One thing for sure, you can’t pack TOFU like that :)

    • Who?

      yes you can :)

  • Iz

    I personally very much dislike this ad. Taken at face value, it shows an extremely narrow and closed minded approach to things. Not to mention it takes a few (well, a lot) of liberties when it comes to showing off their cars.

    I mean come on. Ripped axles? I’ve seen that happen to more Landcruisers than I have any other car.

    I can see where they’re trying to come from in terms of humour, but it really doesn’t work, almost to the point of it being offensive.

    • Casey

      Iz, it’s because of people like you that we now live in a Nanny state where everyone needs to be wrapped in cotton wool. Try and see the light hearted side to the ad.

      Or perhaps you’d like to see it banned just like so many other great car ads that have gone before?

      • Marcoz

        +1 casey…..well said mate…

        sit in your cotton wool lounge room and watch neighbours IZ…..cause this OBVIOUSLY light hearted advert takes the p**s out of it an themselves….uniquely australian….

        LOVE THIS ADD…

    • Tim

      Oh lord.

    • Matt

      Iz, am I right in guessing you didn’t get the humour in the VB ads either?

      • Marcoz

        I will take a stab at this an guess IZ, is american…..???

    • Damian

      Are you being serious, Iz?! Political correctness aside, if this ad offends you, I’d hazard a guess that you will spend most of your life being offended by various things.

    • Jessie

      Iz: “Not to mention it takes a few (well, a lot) of liberties when it comes to showing off their cars”.

      It’s a Toyota ad you half-wit! Would you prefer they showed vacuum cleaners or oven spray?

      • Sammy

        He means that they are exagerating the abilities or strengths of the Toyotas

        • Car fanatic

          and Toyota is the only one with a commercial that exaggerates? I think not, just enjoy it for what it is! even if their cars are fantastic.

  • D

    This commercial is old, I saw months ago.

    • Tim

      No you didn’t. How could have you seen the advertisment “months ago” when the new Prado just got released. It is in the video.

      Love the ad by the way. Toyota has a great marketing campaign.

      • speedy_G

        D is correct, this ad has been aired in tassie for the last couple of months!

        • Baddass

          Yeah I saw this ad in Brisbane a couple of months ago.

          • MGH

            yeah I saw this AGES ago

      • Matt

        Tim, maybe they updated it to put in shots of the new Prado but it was definitely on months ago. People in the office have been saying “put the hairdryer down” for ages

        • toxic_horse

          I have seen it in sydney a few times as well. i remember it about a month ago.

          • Tim

            I stand corrected guys.

            Thanks

      • Sammy

        Hes right this ad has been on Youtube for months

      • Zandit

        Sorry Tim, but as one of the guys have said it has been on Tassie TV for quite a while, and has stated new Prado being released late 2009 along the bottom of the screen when it was pictured

  • Sammy

    and you think some people take a swipe at holden for marketing to bogans…

  • Lancer black

    hahaha brilliant. ‘soft drinks fine mam”

  • http://49245/toyota-nothing-soft-gets-in-ad-campaign/ Hans

    So ‘Nothing soft gets in…’ eh Toyota – why did you build the RAV4 then?

    Tofu is no softer than your average Toyota Prius driver…

    • FTSII

      The ad is about 4wd’s not a prius.

  • Shak

    The ads okay but it goes against all other toyotas. The Camrion, the Priusmobile, the Yaris, the RAV4, the Tarago. C;mon Toyota a bit hypocritical dont ya think.

  • jojo

    Brilliant….I saw this add only once during the NSW Footy grand final and wondered what ever happened to it as it was so funny to watch.

  • Mitch

    Nothing soft gets in hey,well I guess crappy seal problem the 200 series had a while back means the red dust didnt count then ?

    Typical Toyota add ,they still think they have the superior product when it comes to 4x4s in this Country.

  • Wheelnut

    Its Ironic that Toyota are critcising Soft-Roaders or Cross overs.. and their lack of off road abilities etc.
    Yet Toyota are also claiming that they are the creators of the “Original” Soft-Roader with the RAV-4.. and more recently the Kluger
    Which in effect is saying that some of their cars; like the RAV-4 and Kluger are inferior or aren’t quite up to the job that they are designed for.

    • Dlr1

      The demographic that its aimed at probably do think Ravs and Klugers are soft too. The buyers of crossovers/softroaders probably wouldnt consider a 4×4 or 4×2 ute and vice versa. Its not that the ad says that Ravs and klugers arent quite up to the job that they are designed for, they just arent up to the job that a Hilux/Prado/Cruiser is designed for. The ads for Klugers arent showing them charging up sand dunes like he way Ford marketed the Territory in 04/05 or Holden with the Adventra back then either.

  • Motorhead

    Kinda ironic from the kings of the softroader. Rav4 Kluger, Prado anyone?

  • http://aca Shane

    Mitch – Toyota do have the superior 4WD in this country and are tested endlessly by thousands upon thousands of farmers, tradies, industries, mines, off-road enthusiasts, travelers and country folks everyday day of the year. Noting comes more rugged then a kitted 70 series Cruiser.

    • Evolution

      Why did you put “kitted” when describing 70 series? Obviously in standard form it’s rubbish and needs modifying. HOW’S YOU OIL CONSUMPTION?

    • Wheelnut

      Shane – just because you are the most popular or the most successful doesn’t necessarily mean that you are the most superior..

      I mean look at the Commodore for example – its been the most popular large passenger car in Australia for most of the past decade – but [even I as a Holden fan can admit that] its not “superior”..
      There are some areas where it is better than its rivals and there are other areas where its rival are better than it is…. its all a matter of opinion

  • http://aca Shane

    Wheelnut – vehicles like the RAV4 and Kluger are soft-roaders not off-roaders and yes, they are up to the task they are designed for and quite frankly .. good at it.

  • Jamison

    Wheelnut, Mitch

    Toyota’s target demograpic and message in general is for the “off-roaders” as many have countered.

    Kluger/Rav4 are “soft” city/urban/part time off-road 4WD vehicles.

    Prado/Land Cruiser/Hilux are for the types of people/driver who likes it dirty, doesnt mind stone chips on the panels, paint scratches on the bonnet/bumper etc.

    Not your typical sunday car-wash regulars.

    • Wheelnut

      …and how may of the 1,000s of Full Size 4×4 “Off Roaders” that are sold in Australia each year actually go off road? I doubt 5% of them would go off-road 5 times or more a year..

      the closest most of them would come to being off road would be parking on the footpath as they are unable to find a parking spot closer to the trendy double-espresso-moccha-latte-cino coffee shop

  • dank

    Thought it was a great add.

  • Car fanatic

    Seems no one can just enjoy a funny ad anymore.

    • Marcoz

      AMEN TO THAT CAR Fan..AMEN TO THAT…..

  • Car fanatic

    My personal favourite is the Boags beer ad, where everything that goes in the water comes out better. I don’t here people bitching about those claims.

    • Car fanatic

      Oh and i like the late night gay phone ads, wow those guys are just like my workmates that wash cars all day at Toyota.

  • Evolution

    It’s a funny ad. And Toyota are masters at perception, but the reality is they are not as good as they were once.

    I saw the new Prado brochure and on the inside front cover is a photo of the SWB 40 series… I mean really, what does a 50 year old car have to do with a model launched in 2009? Nothing at all, the world and motoring have come such a long way since then, but the link is there for perception. Dig a little deeper, past the mega budget marketing, and VALUE is sadly lacking with Toyota.

    • Devil’s Advocate

      I thought Holden’s marketers were the masters at perception Evolution?? ;-)

  • lazybones

    Very funny, well done. Except for the dodgy & very soft happy jump Toyota put at the end of all their Ads!!

    I think some people forget TV Ads are just that. There to advertise, they are not documentaries. There are very few Ads if any that don’t contradict or basically talk BS in one form or another.