Title | MAINTENANCE |
Brand | TOYOTA |
Product / Service | AFTER-SALE SERVICE |
Category | A07. Cars & Automotive Services |
Entrant | DENTSU 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 |
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 |
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”.