Mitsubishi is emphasizing the safety of its SUVs and crossovers with a new campaign via 180 Los Angeles that gave three NYC newborns their first ever rides. The campaign, which features this film directed by Tucker Walsh at m ss ng p eces, tells the story of families that had multiple bumps in the road when it came to getting pregnant and having kids, gets infants to go home in a 2014 Mitsubishi Outlander, instead of an NYC cab -- which doesn't require the use of a car seat.

"Every day, thousands of newborns in New York City and around the nation leave hospitals in infant car seats and head home for the first, most important time," Jessica Robinson, an engineer at Mitsubishi who works on safety, said in a statement. "However, most people don't realize that 73 percent of all child safety seats are not installed or used properly nor do they consider the safety of the actual car driving them home."