The brief was to use radio in support of the ‘Retribution’ TV campaign. The plan was to catch people when they were out and about in their vehicles whilst executing the ‘Retribution’ idea in a fun and interesting way – ads modelled as answering phone messages left by disgruntled victims of various acts of retribution. They have been a huge success with the client fielding many calls from listeners wanting to hear the ads again – as a result they have been hosted on Toyota’s website.

SFX: Mobile phone ringing.MVO: Hello. If you’re calling about the free luxury spa break, there isn’t one. With the Reiki and all that, I don’t even know what Reiki is, sounds like gardening to me. My girlfriend has placed a fake ad in the paper with my number on it as revenge. That’s what this is. Because I got some mud the size of a 5p on her Toyota Yaris and now this is how she’s paying me back. So don’t leave a message, and please don’t call again.SFX: Beep.ANN: Toyota Yaris. Treat it with respect. Find out more at toyota.co.uk/moreforless