South African regulator dismisses complaint over Toyota slogan — TimesLIVE
In South Africa, the Advertising Regulatory Board (ARB) dismissed a complaint about the advertising campaign for the new Toyota Land Cruiser FJ featuring the slogan “I am what I am.” A consumer claimed that the phrase was blasphemous and disrespectful to Christians because of its similarity to a biblical expression attributed to God in a conversation with Moses.
As TimesLIVE reports, Toyota South Africa, through the advertising agency Publicis Groupe Africa, acknowledged that the complainant could have interpreted the slogan that way, but denied any connection between the campaign and Christianity.
Toyota’s position
The agency explained that the phrase was the conclusion of a series of advertising messages about the vehicle. They used the descriptions “I am majestic,” “I am intriguing,” “I am sophisticated,” “I am driven,” “I am capable,” and “I am unbreakable.” The campaign was intended to emphasize the versatility of the Land Cruiser FJ and allow owners to express their individuality.
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Publicis Groupe Africa also noted that the expression “I am what I am” is not unique to Christianity. In particular, the agency referred to its use in the Fleetwood Mac song Family Man and the song I Am What I Am from the musical La Cage aux Folles, as well as the well-known catchphrase of the character Popeye: “I yam what I yam.”
Advertising regulator’s findings
The ARB examined whether the advertisement violated rules on offensive advertising content, which prohibit material capable of causing serious, widespread, or group-directed offense. The regulator noted that the advertisement shows the vehicle in an open landscape next to the words “The all new Land Cruiser FJ I am what I am.”
The Directorate found no religious symbols, imagery, or references in the advertisement. In its view, the slogan can be understood as a statement of confidence and self-sufficiency, inviting people to accept the vehicle or its driver as they are. The ARB also found that the phrase is not generally regarded as sacred or exclusively religious. The regulator received only one complaint and concluded that the advertisement was unlikely to cause serious and widespread offense. The complaint was dismissed.
