| Title | Cell Phone |
| Agency | Saatchi & Saatchi Los Angeles |
| Campaign | Prius with Toyota Safety Sense standard |
| Advertiser | Toyota Motor Corporation |
| Brand | Toyota Prius |
| Date of First Broadcast/Publication | 2017 / 4 |
| Business Sector | Automotive |
| Story | It’s 2017. “Smart” safety features on cars are nothing new. Neither, unfortunately, are the ads selling them. In fact, most automakers take one of two approaches: focus on humdrum explanations of the safety technology, or play on consumers’ fear of accidents. Toyota’s just-launched print and outdoor campaign for the 2017 Prius, however, humanizes the safety features by cleverly using headlines to visually depict how the technologies benefit drivers and other people on the road. In one ad, for the Pre-Collision System with Pedestrian Detection, an extra-long human arm spells out the words “protective instinct” while hands at both ends create space between the car and a pedestrian. This unique visual connects the feature with its emotional benefit: the ability to protect people, both outside and within the car. In another, a tape measure spells out “Breathing Room,” showing how the Dynamic Radar Cruise Control system automatically provides drivers a safe space between cars – and extra peace of mind – when cruise control is engaged. The relatable messaging and unusual type treatment bring character to otherwise dry safety features. At the same time, the clean, modern layout communicates the features' sophistication in a quick, appealing way. It’s a whole new approach to safety marketing that stands out – and makes a big impact. |
| Media Type | |
| Chief Creative Officer | Jason Schragger |
| Executive Creative Director | Fábio Costa |
| Creative Director | Renato Braga |
| Copywriter | Dan Sorgen |
| Associate Creative Director | Dan Sorgen |
| Art Director | Leo Borges |
| Associate Creative Director | Leo Borges |
| Art Director | Antonio Marcato |
| Copywriter | Steve Morris |
| Production | Carioca Studio |
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