This Crash Test Dummy Is Unemployed Now That Toyota's Cars Are So Safe
Ad Highlights Safety Features That Now Come as Standard
Editor's Pick
Toyota is highlighting its cars' safety with the story of a crash test dummy who finds himself unemployed thanks to all the safety features that now come as standard on its cars.
A long form ad, created by Saatchi & Saatchi L.A., follows the dummy as he resignedly seeks out a series of new gigs to "fill the void" including skydiving, being a resuscitation model and a practice dummy for football. Nothing quite lives up to the "thrill of the crash," so he has to resort to something more extreme.
The spot is a part of a wider campaign for Toyota Safety Sense, its new suite of safety features that come standard on many new models. Two other spots that spell out more detail on the safety features. One features two Toyota safety engineers having an awkward moment when a group of working dummies overhears them say that they "probably won't need as many dummies anymore." Another spot centers on a crash test dummy taking up skydiving and telling his fellow skydivers how Toyota doesn't need him as much.
The spots were directed by Furlined duo Speck/Gordon ("Office Christmas Party," "Blades of Glory"), with the dummies brought to life by Legacy Effects (which worked on "Guardians of The Galaxy") and The Mill L.A.
Credits
- Date
- May 15, 2017
- Brand :
- Toyota
- Client :
- Toyota
- Agency :
- Saatchi & Saatchi-Los Angeles
- Chief Creative Officer :
- Jason Schragger
- Executive Creative Director :
- Fabio Costa
- Executive Creative Director :
- Chris Pierantozzi
- Executive Director, Integrated Production :
- Lalita Koehler
- Director, Content :
- Sara Seibert
- Executive Producer :
- Richard Bendetti
- Director, Project Management :
- Angela Montoya
- Senior Project Manager :
- Jessica Mesa
- Project Manager :
- Brett LaPlante
- Executive Director :
- Al Reid
- Group Account Director :
- Courtney Husk
- Account Director :
- Dianne Gee
- Account Supervisor :
- Rachel Greenlee
- Account Executive :
- Kaitlyn Roberts
- Assistant Account Executive :
- Priscilla Mon
- Chief Strategy Officer :
- Mark Turner
- Managing Director :
- Don Longfellow
- Group Creative Director :
- Paulo Carvajal
- Group Creative Director :
- Evan Ferrari
- Director :
- Amaya D'Amico
- Senior Connection and Insights Strategist :
- Bryon Foote
- Senior Connection and Insights Strategist :
- Taylor McKee
- Executive Communications Director :
- John Lisko
- Director, Communications :
- Breanne Carpenter
- Director, Integrated Business Affairs :
- Keli Christy
- Senior Integrated Business Manager :
- Kathi Bolliger
- Product Information Director :
- Matt Hardesty
- Creative Director :
- Renato Braga
- Associate Creative Director :
- Robyn Stern
- Senior Copywriter :
- Craig Lederman
- Senior Integrated Producer :
- Holly Otto
- Music Supervisor :
- Kristen Hosack
- Broadcast Traffic Director :
- Nadzyah Guillermo
- Production Company :
- Furlined
- Director :
- Speck /Gordon
- Editing Company :
- No6
- Edit :
- Graham Turner
- Edit :
- Isaac Chen
- Finishing Company :
- The Mill
- Finishing :
- Bill Higgins
- Mix Company :
- Lime Studios
Need a credit fix? Contact the Creativity Editors