Project Background
Abdul Latif Jameel, is The top Toyota cars dealership in KSA. Aside from selling cars they provide qualified after sales services to all their clients, most importantly vehicle maintenance. Over the years Toyota cars have gained increasing popularity due to the dealer’s positioning and product support. However maintenance visits by car owners to the dealer's workshops has decreased, due to the fact Toyota cars are built tough and well suited for Saudi conditions, along with the dealership great resell value promise. The client realized this issue and conducted several campaigns to persuade Toyota clients to periodically check in their cars at the dealer’s work shop.

"Take care of your car as you would take care of your health."

To encourage negligent car owners to service their cars at the dealership, as the dealership is the best suited destination to maintain well the cars they sell, an analogy was made. The Hospital Direction, addresses the issue of under-qualified physicians treating patients, and how car owners - looking for the cheap and in most cases non-qualified mechanics - end up doing more damage than good.

In this direction we are encouraging car owners to take proper care of their cars by entrusting certified professional (mainly the dealership) just as they would with their own health when they seek experienced physicians.

The story is set in humorous takes to balance the seriousness of the hospital environment, while still delivering a shocking message to the audience.

Client

Abdul Latif Jameel, Toyota After Sales Devision

Directior

Hassan Mahfouz

Production House

Film Clinic