Cannes Lions
DRAFTFCB JOHANNESBURG, Johannesburg / TOYOTA / 2010
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El Loco: People often use pirate parts on their vehicles once the original parts have worn out. Admittedly, this takes a very long time when one is driving a Toyota, but eventually it is bound to happen. In order to demonstrate to people what happens when one does not use genuine parts on a Toyota, we decided to use words to symbolise the parts of the vehicle. Foreign words are gradually introduced into an English script until, well, quite frankly, no hable el loco.
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