Brand | AL FUTTAIM AUTOMOTIVE |
Product/Service | TOYOTA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Consumer Goods |
Idea Creation
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
PHD MEDIA MENA Dubai, UNITED ARAB EMIRATES
|
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
Credits
Till Hohmann |
Memac Ogilvy Dubai |
Chief Creative Office, MENA |
Jean-Pierre De Villiers |
Memac Ogilvy Dubai |
Group Creative Director |
Courtney Ferraris |
Memac Ogilvy Dubai |
Sr Art Director |
Ritabrata Saha |
Memac Ogilvy Dubai |
Sr English Copywriter |
Kenneth Monis |
Memac Ogilvy Dubai |
Sr Account Director |
Johan D'souza |
Memac Ogilvy Dubai |
Sr Account Manager |
Ankit Mehta |
Memac Ogilvy Dubai |
Account Manager |
Amna Ashraf |
Memac Ogilvy Dubai |
Account Executive |
Roxane Magbanua |
PHD |
Executive Business Director |
Chandni Varma |
PHD |
Digital Director |
Lynn Kharrat |
PHD |
Senior Planning Executive |
Ihab Halawy |
PHD |
Investment Manager |
Saad Abdullah |
Al Futtaim Motors - Toyota |
General Manager, Marketing |
John Bassil |
Al Futtaim Motors - Toyota |
Sr. Marketing Manager |
Charles El Soueidi |
SoundStruck Studios |
Founder/Managing Director |
Joanne Flores |
SoundStruck Studios |
Senior Producer |
Ghina Mounzer |
SoundStruck Studios |
Producer |
View Script