Challenge
Non-genuine, imitation and fraudulent car parts are a very real problem with car servicing. Cars are designed to perform at their best and safest using the parts that were specifically intended for them. Toyota Australia wanted customers to buy genuine Toyota replacement parts, rather than 3rd party, often counterfeit parts. Our brief was to communicate this in a memorable way.
Solution
Consumers want to know what they're buying and where it’s from - especially food or clothing. But perhaps not so much with vehicles. This campaign points out that if you’re not insisting on using the genuine article, you can’t be certain about its origin or reliability. Using funny situations and random items that are very poor “impersonations” of auto parts, we demonstrate how risky buying non-genuine parts can be.
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If it’s not genuine, it could be from anywhere - Toyota
Imitation and fraudulent car parts are a significant problem. This campaign warns that unless you demand the genuine article, who knows what you’ll get.