Some consumers think they’re making a sacrifice or a trade-off when the buy a compact SUV, as it’s often a needs-based decision vs. a desire-based decision. Sometimes that’s true, but when it comes to the Chevrolet Equinox, compact doesn’t mean less. Chevrolet showed consumers that when you get an Equinox you aren’t settling- you’re upgrading.

Chevrolet launched the Equinox into a crowded, highly competitive segment, so they needed to demonstrate to consumers how it was superior to the competition. They decided to focus on just how many features the Equinox has compared to its key competitor: the Toyota RAV4. In the radio spots, Chevrolet called Toyota dealers and asked them what features were standard on a RAV4. What happened next was pure magic and by the time the call was done, the salesman had nothing left to say.