Toyota Customer Services Radio Campaign Highlights What Happens When Parts Go Bad
A new radio campaign from FCB Joburg for Toyota Customer Services is reminding South Africa’s Toyota drivers why investing in genuine parts matters not only when it comes to safety and peace of mind, but because of the impact they can have on everyday life and its well-planned events.
Tapping into the insights that disaster has terrible timing, therefore the worst things happen at the most inopportune times, the campaign suggests that using unreliable parts is like inviting disaster.
There’s the story of ‘Leonard’, whose car breaks down on the morning of his big presentation and his opportunistic colleague who takes credit for all his hard work as he holds the line for roadside assistance.
There’s Josh, who finds himself sweating on the side of the road late for that all important first meeting with his new girlfriend’s parents, and there’s the sorry tale of a roast dinner intended for the unimpressible in-laws but left in oven for far too long when the ‘chef’ couldn’t get home in time.
According FCB Joburg Executive Business Director, Reagen Kok, these stories might be based on universal truths, but are executed in a uniquely South African way.
“South Africans find humour in tense, uncomfortable or disastrous situations. We are good at laughing at ourselves, and our often less-than-perfect situations. The omniscient narrator in this advert delivers his lines with a wry smile, and the off-beat music and the hint of schadenfreude illustrates this national characteristic,” he said.
Agency: FCB Joburg
Chief Creative Officer: Brett Morris
Executive Creative Director: Jonathan Deeb
Executive Business Director: Reagan Kok
Group Account Director: Wendy Lundie
Executive Creative Director:
Copywriter: Khanyi Mpumlwana & Este De Beer
Creative Director: Tian van den Heever
Media planners: Gwen Bezuidenhout & Thulani Nombewu
Production companies: Frequency