Toyota and Saatchi & Saatchi have taken a look at what can go wrong when two things are alike in a campaign to promote its genuine parts.
Called ‘Beware the Dangers of Almost the Same’, the campaign illustrates the importance of getting the genuine article, not a look-alike, through a series of clever videos, posters and radio ads.
One video uses the example of a comma being removed from a sentence that results in a man being cooked, while a radio ad gives a language lesson to show the differences between Tante (French for aunt) and Tente (French for tent). It makes for a funny, but awkward conversation.
The hope is the campaign will get second-hand Toyota owners to stop and consider what their mechanic is putting in their car.
Andrew Davis of Toyota New Zealand says it wants Toyota owners to know the best way to maintain their vehicle is to ensure that genuine Toyota 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.”
Toby Talbot, chief creative officer of Saatchi & Saatchi, adds that a small difference in quality can have a big impact so it 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
Agency: Saatchi & Saatchi New Zealand
Media agency: Starcom
Production company: Assembly