Toyota drives home safety belt message with a promise between father and daughter

Toyota has launched a road safety campaign in 16 markets across the region to stress the importance of wearing a safety belt.

The creative idea for the ad, titled The Promise, is based on a commitment between father and daughter to look out for one another.

Yoshimi Hirokazu, MD and creative director of TYA Singapore, the agency behind the campaign, commented: “Belting up may be the littlest of things but it can prevent the gravest of consequences from occurring. No excuse is worth risking a life.”

The campaign is support by showroom and digital activity.


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