The dog who was famous for uttering a naughty word has been lying in state at Mark Vette's Rescue Zoo, south of Auckland.

Herc, the star of the Toyota "bugger" ads, was farewelled by more than 100 of his best friends at a funeral service on Sunday.

The dog did around 40 films and 80 other ads before he passed away while making an educational video for kids on how to avoid a dog attack.

A special show at the Rescue Zoo was put on in Herc's honour.

Trainer Marie Manderson said Herc was a good dog.

"We've had people sending emails, cards, letters, a huge amount of phone calls - it has just been incredible. And some of these people have never met Herc. They've just seen him on TV and he touched their heart," she said.

Herc will be missed but his genes live on in his son - Tyson.