Toyota likens drunk drivers to kids wiping out on toy cars
David São Paulo uses a bit of a science and some found footage for a unique safe-driving appeal in Brazil
May 05, 2023
Those under the influence may overestimate their dexterity and focus when driving. However, research has shown that drinking alcohol can reduce a driver’s reflexes, coordination and sense of danger to that of an 8-year-old child.
Toyota Brazil decided to highlight that fact in stark reality with its new safety campaign, “Toyota Kids.” The spot below uses toy car accidents—with real children behind the wheel—to illustrate the dangers of impaired driving. Fans of @kidsgettinghurt on Instagram will be grinning as the tumultuous spot unfolds; those with kids may just cringe.
The 30-second spot from David São Paulo cuts together found-footage clips of children crashing or being run over by their toy cars with Mozart’s “Little Night Serenade” juxtaposing the chaotic scenes.
“Don’t drink and drive,” the video admonishes, “even if you have a Toyota with Safety Sense,” which is Toyota’s safety feature that alerts drivers of hazards it detects to avoid accidents.