Toyota has withdrawn its latest Hilux television commercial after a backlash on social media about its depiction of animals.
The ad features a range of talking animals happy to be hunted or killed in order to be carried in the back of the new Hilux ute.
It includes a possum throwing itself under the tyres of a car and a deer attracting the attention of hunters.
Toyota New Zealand chief executive Alistair Davis said the company apologised unreservedly for any offence caused.
The company felt its core audience would understand the ad was meant to be amusing rather than shocking.
The animals in the commercial were all computer generated, Mr Davis said.