Toyota tots hit the road

Created by DAVID São Paulo, Toyota Brazil’s safety campaign uses real footage of kiddie car crash incidents to illustrate the dangers of impaired driving.

Amusing but alarming in equal measure, the film is based on research that alcohol consumption prior to driving so affects an adult driver’s reflexes, coordination and sense of danger, that it renders their road skills comparable to that of an eight-year-old child’s.

The brand film promotes Toyota’s Safety Sense technology, which alerts drivers to potential hazards on the road, while also affirming that having such technology available is not a reason to drive while under the influence.