13 July 2016


You car’s service plan is about to expire, and a simple white mailing box lands on your doorstep. It includes a medium-size jigsaw puzzle and a brief letter inviting you to complete the picture. Intrigued, you start to put the pieces together without realising a surprise ending awaits.

Engaging a car or bike owner’s mind with the benefits of genuine parts can be like free-climbing El Capitan in a thunder storm. Challenging.

It’s the reason the FCAI’s Genuine Is Best initiative exists, and others all over the world are on the same important mission.

Volkswagen Genuine Parts advertisement

The Cape Town, South Africa office of advertising giant Ogilvy & Mather has recently been focused on engaging hearts and minds with the safety, performance and durability benefits delivered by genuine replacement parts.

And based on the insight that one incorrect piece, no matter how small, can compromise the bigger picture, its creative team developed the jigsaw puzzle idea as a piece of direct communication, underpinned by that undeniable truth.

Volkswagen Genuine Parts advertisement

The surprise ending is that one crucially located piece fits the puzzle, but is entirely inappropriate, dramatically changing the meaning of the image the puzzle ultimately depicts.

Where a contact lens should be on a fingertip close to a woman’s eye, the ‘final’ piece in fact shows a drawing pin; a volleyball player is about to spike a cactus rather than a ball; a goalkeeper shapes to drive a person’s head instead of a football down the soccer field; a girl is tossing a spider rather than a piece of popcorn into her mouth; and a frisbee player is unexpectedly throwing a snake to his girlfriend.

Volkswagen Genuine Parts advertisement

Personal engagement in completing the puzzle perfectly positions the tagline – Just because it fits, doesn’t mean it’ll work – with a high pass-on factor improving the campaign’s reach and effectiveness.

It’s a genius idea that’s beautifully executed in an effective, award-winning campaign.

Volkswagen Genuine Parts advertisement

Genuine Articles

3 tips to spot counterfeit car parts
November 7 to 11 is Scam Awareness Week. More now than ever before, Aussies are at risk of being scammed by counterfeit auto parts.
Winter Car Safety Check
Ready or not, winter is coming and it’s coming fast. Our quick checklist will help you make sure your car is safe for the
Your car, your choice?
What are genuine parts? Why use genuine parts? How to keep your car genuine Australians want a say in how their vehicles are repaired,
Easter Car Safety Check
Easter weather might be the hardest to predict of the year. Torrential downpour? Crisp sunshine? Both? What’s certain for drivers striking out this Easter
68% of car buyers would pay more for a car repaired with genuine parts
What are genuine parts? Why use genuine parts? How to keep your car genuine Nearly seven in every 10 Australian car buyers, looking to
83% of car buyers would prefer to buy genuine part repaired vehicles
What are genuine parts? Why use genuine parts? How to keep your car genuine 83 per cent of Australians looking to buy a car
81% of car buyers agree: Genuine vehicles a better investment
What are genuine parts? Why use genuine parts? How to keep your car genuine More than eight in every ten people planning to buy
87% of car buyers agree genuine parts maintain car value
What are genuine parts? Why use genuine parts? How to keep your car genuine Nearly nine out of every 10 people planning to buy
Scroll to Top

Subscribe to get
our latest updates

We use cookies

We want to be Genuine with you. We use cookies to personalise content and ads, provide social media features and to analyse traffic. We will never share your personal information, but we may share data about your use of the site with our social media, advertising and analytics partners. (View Terms & Conditions)