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The competitive advantage of common sense.

Toyota recently made its Toyota Safety Sense package of cutting-edge safety features standard on most models. This gave the automaker a huge competitive advantage. It also gave us the opportunity to introduce the new safety suite. But we couldn’t do it ourselves, so we asked some familiar faces to help out.

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We got help from the biggest icons in the automotive industry.

Instead of using the age-old trope of scaring people into purchasing safety packages, we told the stories of those whose lives would be impacted by Toyota Safety Sense the most —Crash Test Dummies.

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No Dummies were harmed in the making of these ads (and they were a little upset about it.)

Our campaign told the stories of Crash Test Dummies who became obsolete after Toyota introduced Toyota Safety Sense. So, out of work, and out of crashes, these dummies set out on a journey for fulfillment.

From TV spots to print ads and everywhere in-between our Crash Test Dummies’ journey for fulfillment was seen nationwide.

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Using uncommon creative to sell standard safety.

At the end of the day, our campaign changed the safety conversation and clearly communicated Toyota’s competitive advantage.