Title | BODY AND PAINT |
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 Supervisor |
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 body and Paint, a young man with torn clothes (car) doesn’t want to be separated from his same-aged girlfriend (owner). In the end, we see that the female car owner has taken her beloved car to the maintenance facility for a paint job. 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”.