The television commercial was briefed by Toyota South Africa’s senior manager of CS Marketing Operations, Francois Streicher, to create awareness for the Toyota Value Service and position, so that it is not regarded as an investment, as opposed to an expense.
Toyota Value Service is applicable to all Toyota vehicles older than five years, from date of sale. Value Service promises a minimum discount of 10% on parts (excluding oil), and a labour rate capped at Service Plan rate.
Furthermore, Value Service follows the recommended service schedule for Toyota, ensuring that only the necessary is done when due. Each service includes a full inspection of safety and maintenance items.
Conceived by creative director Tian Van den Heever, art director Tshepo Mosoeu, and copywriter Thabang Manyelo, under the guidance of group CEO and chief creative officer Brett Morris, the ad compares the human body to a Toyota.
Using camera angles and editing from Blade, the ad opens with shots of a fit and toned body running through a suburb. As the figure runs past a parked bus, it is revealed that the runner is a woman working on her fitness regime.
“It is obvious from her body language and demeanor that she is strong and confident, despite – as some would say – her age,” says Van den Heever.
“This lady has invested in her health and maintained her flexibility and strength to the point where she draws admiring looks from the few pedestrians that are out and about. She’s not aging gracefully, she’s aging well – just as your Toyota will if you take care of it.”
You can watch the TVC here.
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