2022 Winners & Shortlists

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

Nobody likes interruptions, least of all when it comes to your car. Thankfully, proper servicing with original parts at Toyota Care Service Centers means your Toyota can keep on going and going without that pesky interruption. We wanted to show drivers how bad interruptions can be, so we hi-jacked the UAE’s top radio stations like Al Rabia and Radio 4 in an innovative way. Rather than playing an ad during the expected time, we waited until the ads were over and the Radio DJs were back and talking. While they were getting ready to introduce the next song, our advertisement would play, literally interrupting the DJs with our message. Drivers listening in to the stations would get a real-time reminder of how annoying and unexpected interruptions can be and why they should make sure it doesn’t happen to their own car.

Cultural / Context information for the jury

With a vehicle-fueled culture, car servicing centers are a dime a dozen in the UAE. However, not all of these use original parts which could lead to issues down the track. We wanted to show Toyota drivers why they were in safer hands with official Toyota Care Service Centers. For our drivers, original parts mean less interruptions.

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

We come back from commercial break as the Radio DJ is getting ready to introduce the next song. Halfway through their speech, they are cut off by an unexpected interruption. MVO: Ahem. Interruptions are the worst We apologise for interrupting this great conversation Drive uninterrupted with Toyota Care Service By Toyota Oh, sorry. Please continue. The confused Radio DJ makes an acknowledgement of what just occurred and then continues

Explain how the work innovatively used the radio / audio medium.

With our innovative media placement, we are able to fully drive home our message and give it the impact it needs. By taking our message out of the confines of the designated commercial slot, we could really show drivers how annoying unexpected interruptions can be and compel them to consider using a Toyota Care Service Centre for their next car checkup.