MAINTENANCE

TitleMAINTENANCE
ClientTOYOTA
Product / ServiceAFTER-SALE SERVICE
CategoryA07. Cars & Automotive Services
EntrantDENTSU TAIWAN Taipei, CHINESE TAIPEI
Entrant Company DENTSU TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency DENTSU TAIWAN Taipei, CHINESE TAIPEI
Media Agency DENTSU MEDIA GROUP Taipei, CHINESE TAIPEI
Production Company CHEERS FILMS Taipei, CHINESE TAIPEI

Brief Explanation

When you use something for a long time, you develop feelings for it. Toyota’s after-sale service can’t give a car the best care until it awakens the owner’s feelings for that car. In these films, the main idea is expressed through personification of the cars. Through male-female dialogues involving car owner and car, we were able to communicate the feelings existing between them. In Maintenance, a young man (owner) and an older woman (car) discuss the reason why the woman has been looked after so well, which the man says is his responsibility. In the end, we see that the owner has attentively cared for his beloved car. The films make the audience realize the idea: “You love your car, and your car loves you, so you should ensure your beloved car gets the best care at the TOYOTA service center”.

Credits

Name Company Position
Kuma Pai DENTSU TAIWAN INC. Executive Creative Director
Yuzu Chang DENTSU TAIWAN INC. Creative Director
Hou-Cheng Lu DENTSU TAIWAN INC. Creative Supervisor
Tsai Meng Ting DENTSU TAIWAN INC. Creative Supervisor
Sing Shen DENTSU TAIWAN INC. Art Director
Szu-mien Yau DENTSU TAIWAN INC. Vice President
Yao-wei Liu DENTSU TAIWAN INC. Account Director
Angeline Huang DENTSU TAIWAN INC. Senior Account Executive
Po-Hsuan Yu DENTSU TAIWAN INC. Assistant Account Executive
Chia-Shin Chen DENTSU TAIWAN INC. Executive Producer