Toyota Original Parts
Hidden Camera / Brand Campaign / OLV / Concept & Copywriting
The Experiment
The Adventurer | OLV (30 ss)
The Brief
Make “original vs. imitation” a choice nobody could ignore.
Rather than simply explaining the benefits of Toyota Original Parts, we wanted to make the difference between original and imitation feel instinctive.
So we took the decision out of the auto shop and put it somewhere the stakes suddenly felt a lot higher.
The Idea
If you wouldn't trust your life to an imitation, why trust your Toyota to one?
We put people preparing for high-stakes activities in front of a ridiculous choice: use the original equipment, or save some money with an imitation. Then our aggressively persuasive and goofy antagonist tried his best to sell them the cheaper option. Proving our thesis correct: when it really matters, you trust the original.
The Work
The script was designed to be broken.
The spots needed structure without feeling scripted in the slightest, so the writing extended beyond dialogue into character development, improv prompts, persuasion tactics, reactions and different ways our antagonist could keep pushing the joke without breaking the reality of the situation.
Why It Feels Like Me
Even more central to a writer’s work than designing the perfect use of words is telling the story. Sometimes the job is writing the line. Here, it was writing everything that could happen around it. From the original concept to character, improv lines and performance coaching, this project let me work in the space I love most: where observation and real human behavior meet.