2022 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

In the UAE, it’s common for drivers to leave plastic wrap on the seats, floor and steering wheel within their car. They do this to ensure their pride and joy stays in tip top shape in case they need to resell it. While leaving plastic wrap inside the car is common here, if you’re not familiar with the practice, it can take on a more sinister appearance. We see this common practice through the eyes of someone who doesn’t fully understand it as their panicked mind turns an innocent practice into something that resembles a crime scene. Spooky music plays in the background adding to the tension. Their fear builds and builds as they see the plastic-wrapped car and question the driver’s intentions until we humorously reveal that our poor driver was simply trying to take advantage of Toyota’s amazing buyback offer on pre-owned cars.

Cultural / Context information for the jury

One of the most unique things about drivers in the UAE is their love of placing plastic wrap on the seats, steering wheels and floor mats of their cars. Some do this to preserve the new car look and feel. Others do this to protect the fabric of said things. However most do this to preserve the resell value of their car. Due to a high expat population, cars are constantly being sold, bought, and resold meaning this plastic wrap can add a lot of value to your car after a couple years. When it comes to reselling your old car, Toyota want to be seen as the premier destination, so we tapped into this cultural insight to show UAE drivers that we understand them and appreciate the efforts they go to to protect their cars inside and out for future owners.

Script. Provide the full to radio/audio script in English.

Our MVO speaks out in a sinister tone. As he speaks, foreboding music and SFX play in the background. It builds as the ad itself comes to a conclusion. MVO: Nour excitedly enters Ahmed’s car, only to realise there’s plastic everywhere! The floormats, seats, steering wheel; all covered in plastic. Why is he so obsessed with the plastic and what is he trying to hide?! She catches him staring at her. She squeals! The tone of the advert changes and becomes more positive and friendly MVO: Scary or not, we only buy cared for pre-owned cars like Ahmed’s. If you’re interested in selling yours, contact us today on 800TOYOTA Toyota Certified Preowned