South Africa’s Advertising Regulatory Board (ARB) has dismissed a complaint that Toyota’s advertising for the new Land Cruiser FJ was blasphemous and offensive to Christians.
The complaint centred on the phrase “I am what I am”, used in Toyota South Africa’s advertising for the vehicle. The complainant argued that it was disrespectful to Christianity because of its similarity to the biblical phrase “I am that I am”, attributed to God in the conversation with Moses.
The ARB’s directorate ruled on 15 September 2026 that the advertisement did not breach the Code of Advertising Practice.
ARB finds no religious reference
The directorate said the advertisement contains no icons, images or other elements that would likely be interpreted as a reference to the Bible or Christianity.
The execution shows the Land Cruiser FJ in an outdoor setting alongside the wording “The all new Landcruiser FJ I am what I am”.
According to the ruling, the phrase does not directly reference or copy the biblical wording or its religious context.
The Directorate said that, viewed on its own, the wording would more likely be understood as a statement of confidence and self-reliance, or as an invitation to accept the vehicle or driver “as is”.
Toyota’s advertising agency, Publicis Groupe Africa, also pointed to other campaign executions using the “I am” construction, including “I am majestic”, “I am intriguing”, “I am sophisticated”, “I am driven”, “I am capable” and “I am unbreakable”.
The agency said “I am what I am” was intended to bring these attributes together and communicate the vehicle’s versatility and individuality.
ARB says phrase is not inherently religious
The directorate also noted that “I am what I am” is not typically regarded as sacred or specifically associated with God or religion.
It cited several examples of the phrase being used in popular culture, including songs and Popeye’s well-known “I yam what I yam” expression.
The ARB acknowledged that some viewers could make a connection between Toyota’s wording and the biblical phrase, but said there was nothing in the advertisement that belittled or created a derogatory connotation towards any religion.
The ruling also noted that only one complaint had been received about the advertisement, which the Directorate described as unusually low for a complaint concerning religious offence.
It concluded that the advertisement was unlikely to cause serious, widespread or sectoral offence under Clause 1 of Section II of the Code.
The complaint was therefore dismissed, and the Toyota Land Cruiser FJ advertisement was found not to be in breach of the Code of Advertising Practice.
