New QCG, Toyota ads encourage consumers to expect certified and top quality repairs
Quality Collision Group (QCG) and Toyota have launched ad campaigns focused on quality repairs done properly according to OEM procedures and using OEM parts.
In its ad, QCG compares its services to a Michelin kitchen where “every detail matters.”
The nationwide campaign, developed by creative agency Mādin, is designed to educate drivers on the value of OEM parts and raise visibility for certified shops, according to a QCG press release.
“The campaign’s centerpiece is a series of cinematic spots — 15, 30, and 60 seconds — titled ‘Quality Approved’ and are set in an auto repair shop reimagined as a Michelin-star kitchen,” the release states. “Technicians move like chefs, carefully plating parts and spinning car doors like pizza dough. The campaign also introduces a new ‘Quality Approved’ badge, signaling certified, OEM-compliant repairs to consumers.”
QCG has teamed up with automotive creators Daniel Mac, Forrest’s Auto Reviews, and Pushing Pistons on social media “to deliver approachable, educational content aimed at demystifying certified repair for audiences ranging from casual drivers to gearheads.”
“Collision repair has long been framed as a technical necessity, but people don’t buy precision, they buy reassurance,” said Nick Valenti, CEO of Mādin, in the release. “We wanted to reframe it—not just as fixing what’s broken, but as restoring confidence and control. When repair is treated as transformation, not correction, it becomes something you can see, trust, and even take pride in. Because the real value isn’t just in the materials or the method — it’s in how it makes you feel when it’s whole again.”
QCG says the campaign addresses consumer awareness, which the company views as an industry-wide challenge, through a digital content series featuring animal-themed metaphors like “Duck the cheap fixes” and “Don’t get stung by bad parts,” aiming to make conversations around car parts and safety accessible and memorable.
“It’s about setting a new standard,” said Jerod Guerin, QCG’s founder and CEO, in the release. “We’re growing fast, but the priority is ensuring every driver knows what quality repair looks like and how to recognize it. It impacts their safety, their wallet, and the long-term value of their vehicle.”
The campaign will run across digital and social platforms through the end of the year.
A new Toyota Certified Collision commercial dubs uncertified repairs “risky business,” comparing it to going to a shoddy barber. It features BodyShop Booster CEO Ryan Taylor and Rutledge Wood, a TV personality and car enthusiast.
“You can always grow your hair back out, but having your vehicle fixed improperly by a shop that cuts corners, it’s just too risky,” Wood says in the ad.
Taylor told RDN that vehicle technologies and designs have advanced so quickly that, unfortunately, many shops haven’t kept up with proper training, tooling, and/or equipment to restore vehicles to factory condition.
“This will have compounding effects if they [consumers] choose a non-certified body shop,” he said. “The primary issue is safety if the vehicle is not being repaired as per factory guidelines. Secondly, if the vehicle is being repaired improperly or with aftermarket parts that do not meet [OEM] safety standards, this will also affect the resale value of the vehicle, causing it to be worth less than a vehicle that was repaired correctly. This is the surprise factor that many vehicle owners don’t realize until it comes time to trade in their vehicle. This is often referred to as diminished value due to non-certified repairs.”
Images
BodyShop Booster’s Ryan Taylor in a new Toyota Certified Collision ad (YouTube screenshot)
QCG ads provided by QCG