• CLIO / Bronze / Radio Campaign
• Radio Mercury Award Winner
The new Chevy Equinox was leaps and bounds ahead of Toyota’s new RAV4 in terms of features. But we didn’t want to just keep telling people about it. It’d be far more compelling if our competitors did the talking for us.
So that’s exactly what we did – without them even knowing. We prank-called real Toyota dealerships around the Midwest, grilled them on the features of the two SUVs, and recorded everything. And while car salesmen in the United States typically have a bad reputation, our prank-call approach finally provided an honest portrayal of the Chevrolet Equinox from its direct competitors – the actual Toyota dealers.