Toyota Ad Campaign Urges Drivers to Spend an Hour to Save a Life

Drivers in Dallas, Los Angeles and Miami Can Get Fast, FREE Repairs for Defective Takata Airbag Inflators

PLANO, Texas, Sept. 28, 2017 – In an ongoing effort to drive awareness around the Takata airbag inflator recall, Toyota is launching a new, multi-channel ad campaign in three priority markets, including Dallas, Los Angeles and Miami. The “In about an hour” campaign urges drivers to take an hour out of their day to get their airbag repaired.

While 19 manufacturers and tens of millions of vehicles are involved in the Takata recall in the U.S., Toyota is focusing its marketing in Dallas, Los Angeles and Miami because these region’s hot, humid climates pose a greater risk for Takata airbag inflators to rupture when the airbag deploys, causing potentially serious injuries or even death.

The campaign launches this month with digital ads emphasizing that airbag repairs are free, easy and fast, comparing some everyday tasks to an airbag repair. Each takes “about an hour,” but only one will “save your life,” the campaign slogan asserts. “It’s an easy choice,” the ad continues, “but millions of people still haven’t brought their affected vehicles in for a fast, free repair.”

The ads will direct people to the Toyota.com/Recall web site, where Toyota, Lexus and Scion owners can enter their vehicle identification number, or VIN, and find a local dealer to schedule a repair. To help further promote awareness for involved drivers, the campaign will use Facebook, Google AdWords, media outreach, and radio Public Service Announcements. All campaign materials will be available in English and Spanish.

In May 2016, the federal government announced an industry-wide expansion of the Takata airbag inflator recall. Dallas, Los Angeles and Miami are in priority zones for these recalls.

According to NHTSA, Takata airbag inflators installed in tens of millions of U.S. vehicles by many manufacturers are subject to recall due to a safety defect. These airbags have inflators that can rupture during deployment and cause serious injury or even death. Inflators in vehicles that have experienced prolonged exposure to hot and humid conditions pose a greater risk of rupture during deployment.

“So, what are you waiting for,” Toyota asks. Read a press release, or save someone’s life.

Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 33 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 46,000 people (more than 36,000 in the U.S.). Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold almost 2.7 million cars and trucks (2.45 million in the U.S.) in 2016 – and about 85 percent of all Toyota vehicles sold over the past 15 years are still on the road today.

Toyota partners with community, civic, academic, and governmental organizations to address our society’s most pressing mobility challenges. We share company resources and extensive know-how to support non-profits to help expand their ability to assist more people move more places. For more information about Toyota, visit www.toyotanewsroom.com.

Victor Vanov
Toyota Motor North America
Safety Communications
469-292-1318

Patrick Hill
Jackson Spalding, for Toyota Motor North America
404-724-2506