- A consumer claimed Toyota’s new slogan was disrespectful to the Christian faith.
- The complaint argued the words echoed one of the Bible’s most sacred declarations.
- The dispute raised broader questions about religious expression and offensive advertising.
A slogan designed to sell a rugged new vehicle became the centre of an unexpected religious dispute after a consumer accused Toyota of crossing a sacred line.
The complaint targeted Toyota South Africa’s marketing campaign for the new Land Cruiser FJ, where the words “I am what I am” appeared alongside the vehicle. For the complainant, those words were far more than a clever advertising line. They were seen as an imitation of the biblical declaration “I am that I am,” which Christians believe God spoke to Moses.
The Advertising Regulatory Board considered the complaint and delivered its decision on 15 September 2026 after examining whether the campaign breached South Africa’s rules on offensive advertising.
A slogan became a matter of faith
The consumer argued that the wording was blasphemous, disrespectful and deeply insensitive to the Christian community. The complaint maintained that the similarity between the two phrases was enough to offend believers, regardless of Toyota’s commercial intention.
Toyota said the campaign celebrated individuality
Toyota’s response was submitted by Publicis Groupe Africa, which insisted the campaign had nothing to do with religion. The agency explained that the Land Cruiser FJ launch was part of a wider identity-driven campaign built around slogans such as “I am majestic,” “I am intriguing,” “I am sophisticated,” “I am driven,” “I am capable” and “I am unbreakable.”
According to the advertiser, “I am what I am” was intended to bring those qualities together and celebrate individuality rather than imitate scripture. Toyota also argued that the phrase has long existed in music, theatre and popular culture and is not uniquely associated with Christianity.
The bigger battle over offensive advertising
The Advertising Regulatory Board assessed the complaint under the Code of Advertising Practice, which prohibits advertising that causes serious public or sectoral offence.
In its findings, the directorate said, “The advertisement merely depicts a vehicle in an outdoor setting” and found no religious symbols, biblical imagery or references to Christianity. It added that the slogan would more naturally be understood as a statement of confidence and an invitation to accept the vehicle or its driver as they are.
The directorate further found that even for people who associate the phrase with the Bible, there was nothing in the advertisement that mocked, belittled or created a derogatory connotation toward Christianity. It also noted that only one complaint had been received before dismissing the objection.
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