Beware the Dangers of Almost the Same
Toyota
Issue 45 | December 2017
Agency
Saatchi & Saatchi New Zealand
Creative Team
Chief Creative Officer: Toby Talbot Managing Director: Paul Wilson Creative Director: Guy Roberts Creative Director: Corey Chalmers Head of Strategy: David McIndoe Business Director: Susie Darling Account Director: Kate Gyde Account Manager: Claire Belford Creative Services Director: Su Johnstone Head of Digital & Content: Amanda Chambers Producer: Jane Mill & Fern Holloway Head of PR & Social: Isobel Kerr-Newell Social Media Creative: Jess Reihana Radio Copywriter: Kim Fraser Senior Designer: Rob Flynn Finished Art: Shane Kelly Digital Producer: Becky Kusel Digital Build: Martin Needle
Production Team
Production: Assembly Director: Jonny Kofoed Producer: Helen Naulls Animator: Rhys Dippie Animator: Leonel Zarpelon Animator: Tiago Martins de Oliveira Illustrator: Georgia Wales Additional artist/animator: Ben Buchanan
Date
October 2017
Background
The aim of the campaign was to prompt drivers of second-hand Toyotas to ask themselves “what do I want my car repaired with”? To get them to challenge or question their mechanic about which part they were using and/or if it’s the best option for their car.
Idea
Drivers of second hand Toyotas felt that all car parts regardless of where they come from did roughly the same job. This mentality meant they did not challenge or question their mechanic about which part they were using.
The idea ‘Beware the dangers of almost the same’ brought to life the consequences of this ‘a part is a part’ mentality and how ‘almost the same’ could sometimes have a less than subtle consequence.