Toyota Kids

Agency: DAVID São Paulo


Taking a stand against drunk driving continues to be consequential. Toyota’s newest ad campaign, “Toyota Kids,” uses toy car accidents to illustrate the dangers of impaired driving.

It’s been scientifically proven that alcohol consumption prior to driving a vehicle has significant effects on a driver’s reflexes, coordination and sense of danger so much so that it's comparable to that of an 8-year-old child.

“Toyota Kids” debuts a 30-second film featuring clips of kids crashing toy cars (each authorized by parents), to emphasize the effects alcohol has on drivers, and delivers a message against drunk driving to all drivers. Toyota recognizes its own Safety Sense technology, which alerts drivers of hazards it detects to avoid accidents, is not a reason to drive drunk and reinforces the harm drinking and driving poses.

The film airs across YouTube, Facebook and Instagram.

This professional campaign titled 'Toyota Kids' was published in Brazil in May, 2023. It was created for the brand: Toyota, by ad agency: DAVID São Paulo. This Integrated medium campaign is related to the Automotive and Public Interest, NGO industries and contains 1 media asset. It was submitted 5 months ago.


Agency: DAVID São Paulo
Campaign: Toyota Kids
Client: Toyota do Brasil
Product: Institucional
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
ECD: Edgard Gianesi, Renata Leão
Creative Directors: Luiz Alexandre Musa, Fabio Natan
Art Director: Fabio Natan
Copywriter: Luiz Alexandre Musa
Edition: Breno Amorim, Leonardo Nichida
Content: Maike Maio, Laura Cassaro
Account: Tom Gil, Rodrigo Kozma, Gabriela Ramos, Caroline Oliveira
Producer: Fernanda Peixoto, Ariama Pereira, Ana Beatriz Duarte
Plannning: Carolina Silva, Daniela Altenfelder, Barbara Pires
Media: Marcia Mendonça, Marina Sahtler, Katherin Avancini, Andre Rocha
Data Intelligence: Mailson Dutra, Bruna Monteiro
Global PR Director: Sandra Azedo

Client Approval: Jose Ricardo Silva, Fabio Lage, Silvia Yamane, Natalia Baptista, Juliana Ghiselini

Images: TLA Produções Artísticas
Music: Chris Jordao, Darren Solomon
Mix and sound design: Ian Sierra, Andre Melges, Pedro Moura
Executive Production: Xanna D’aguiar, Karina Vadasz, Ivis Silva


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