Sub Rosa

You might find that the advert will stick in the conscious of the consumer, because a) it sounds like a swear word b) it is part of a well-known rude phrase. Do you remember French Connection UK's ploy of using an acronym of their company (FCUK)? Bam - millions of sales, because it looked cool to walk round with something that looked like a forbidden swear word on your front. So the Toyota ad men will have done their job; it will be seen as both fun AND rebellious. It gets people talking - pedants like me will emit high-pitched screams that only dogs in the local district will hear LOL :-)