Role: Copywriter
Client: Toyota
Agency: Saatchi & Saatchi LA
The new Camry not only had a comprehensive airbag system, but side impact protection — reinforced steel that ran lengthwise through the doors. So why not throw a boulder into it and see what happens? Users could activate the banner themselves; pull the boulder back with their mouse like a sling-shot and launch it at the car to pleasing sounds of breaking glass. It still mystifies me that Toyota’s lawyers let this one through.