This Crash Test Dummy Is Unemployed Now That Toyota's Cars Are So Safe
Ad Highlights Safety Features That Now Come as Standard
May 15, 2017
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.