It’s 2017. “Smart” safety features on cars are nothing new. Neither, unfortunately, are the ads selling them. In fact, most automakers take one of two approaches: focus on humdrum explanations of the safety technology, or play on consumers’ fear of accidents.

Toyota’s just-launched print and outdoor campaign for the 2017 Prius, however, humanizes the safety features by cleverly using headlines to visually depict how the technologies benefit drivers and other people on the road.

The relatable messaging and unusual type treatment bring character to otherwise dry safety features. At the same time, the clean, modern layout communicates the features' sophistication in a quick, appealing way.

It’s a whole new approach to safety marketing that stands out – and makes a big impact.

Chief Creative Officer: Jason Schragger

Executive Creative Director: Fabio Costa

Creative Director: Renato Braga

ACD/Copywriter: Dan Sorgen

ACD/Art Director: Leo Borges

Art Director: Antonio Marcato

Copywriter: Steve Morris

Production: Saatchi&Saatchi LA / Carioca Studio