Toyota warns customers ‘beware the dangers of almost the same’ in new work via Saatchis NZ
Toyota New Zealand has launched a new campaign via Saatchi & Saatchi New Zealand, illustrating the importance of asking for genuine parts when having vehicles serviced or repaired.
‘Beware the Dangers of Almost the Same’ is designed to get second-hand Toyota owners to stop and consider what their mechanic is putting in their car in a more memorable way.
Says Andrew Davis of Toyota NZ: “Many owners purchase Toyota vehicles based on strong reliability and resale value. We want Toyota owners to know the best way to maintain these benefits is to ensure that Toyota Genuine Parts are being used when any work is being performed on their car. Although aftermarket retailers may say their product is the same as genuine there are many ways in which a minor difference can have a large impact, so we’re reinforcing the message that people should always ask their mechanic or repair outlet to fit parts that are the right quality and are exactly right for their car.”
Says Toby Talbot, CCO, Saatchi & Saatchi NZ: “Not all car parts are the same. A small difference in
quality can have a big impact. We wanted to bring to life subtle differences that have less than subtle consequences, from a foreign language faux-pas to incorrect grammar.”
The campaign will run across social, TV, radio and print with new instalments added throughout December.
Client: Toyota New Zealand
Chief Executive Officer: Alistair Davis
General Manager UV & Marketing, Executive: Andrew Davis
General Manager Customer Services & Product Planning: Spencer Morris
Manager – Marketing Operations: Susanne Hardy
Team Leader – Marketing Operations: Sonya Coutts
Customer Services Coordinator, Marketing: Katie Moffat
Social Media Coordinator: Sarah-Kate Sinclair
Agency: Saatchi & Saatchi New Zealand
Chief Creative Officer: Toby Talbot
Creative Director: Guy Roberts
Creative Director: Corey Chalmers
Copywriter: Kim Fraser
Media Agency: Starcom
Production Company: Assembly
Director: Jonny Kofoed
14 Comments
Are there a couple of demotions on that credit list?
Awful, just awful. So bad it’s almost beyond criticism.
Completely hatstand.
The TV is playing off an old joke. Not so good. The print and radio I like. The radio, is actually really good. You’ve got to work it out a bit. But hey, I’m down with the rewarded comprehension thing. Unlike the previous post who likes his jokes nice and obvious clearly
Not a fan of the videos. But I really like the language school print and and radio. It’s different. You gotta work it out a bit which I like.
I love all the Original Parts campaigns that have been rolled out by every agency chasing an award or two. The standard for Original Part campaigns is so high these days, yet so many campaigns use the exact same idea with little variation. This is one of them. I wish they went beyond the formula. Great opportunity.
I wonder if Marcel would let this be entered into an award?
Agree with huh. Shockingly bad. Sticking with the idea, there are so many better choices of same same but different than what they came up with.
Aunt? France? Tent? Oh… genuine parts. I don’t get it.
buon Noël todo el mundo!!!!!!!
This is a winna if ever I saw one!
The Olde Agency Backed Scam idea. Amazing how the same thing happens at the same time by the same belligerents.
If it’s an agency backed scam campaign, how come it has a client quote in the press release? And how come I see the banner ads every time I’m on the Trade Me Cars site and listen to the radio ads on Newstalk ZB all the time? Pretty extraordinary lengths to go to for a scam campaign I reckon. Agree that Genuine Parts as a subject screams scam but this clearly ain’t scam.
there’s been so many ‘genuine parts’ print ads by car brands over the years. better ones than this.
Fork handles.