You’ll be seeing and hearing a lot of safety messages from Toyota on television and radio, in magazines, on billboards and elsewhere as the company rolls out its new national advertising campaign. The ads, which use the tag line “Everyone deserves to be safe,” seek to draw consumers’ attention away from the company’s problems of the past six months with safety-related recalls. They call attention to the Star Safety System, which combines five safety technologies as standard equipment on all new Toyota models. The five features are: vehicle stability control, traction control, anti-lock brakes, electronic brake-force distribution and brake assist. While the technology isn’t new, having it all on every vehicle in the lineup is unusual. The ads, which include Toyota owners and engineers talking about safety and quality, reflect a trend in the auto industry toward projecting a warmer, more personal image.

Source: [The Wall Street Journal]