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Sun 7 Jan 2007 04:00 AM

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Toyota | Fake parts kill Credits The lowdown

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Project

Toyota Genuine Parts

Client

Al-Futtaim Motors

Brief

To raise awareness of the dangers of fake parts and the need to

insist on Toyota genuine parts

Creative agency

GMASCO, Dubai

Copywriter

Shantesh Row

Art director

Harshad Badbe

Graphic design

Akbar Ibrahim, Murali KT

Client servicing

Lester Fernandes

Account planner

Anish Pandit

Photographer

Kundan Raut

Exposure

UAE print, press

Fake car parts that do not meet the high safety standards of

leading auto manufacturers are a danger to all drivers. And in the event

of an engine part failing at high-speed, counterfeits can lead to severe

accidents and fatalities.

GMASCO has dramatised the dangers that can lie hidden beneath your

bonnet by presenting the parts as lethal weapons. The three-ad campaign

for Toyota/Al-Futtaim Motors shows a spark plug as a hand grenade, a

timing belt as a hangman's noose and a shock absorber as a smoking gun.

The idea is to make people insist on having genuine Toyota

parts.

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