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Toyota's helmet-to-helmet hit – Click above to watch the video after the break

Anyone who's managed to catch an NFL game or two this year is surely aware that the league is cracking down (with stiff fines and penalties) on the kinds of violent helmet-to-helmet hits that are likely to cause concussions to either the hitter of the hittee. And for good reason – the NFL and a number of independent organizations have found that such head injuries can be far more damaging over the long-term than once thought.

What does any of this have to do with automobiles? Glad you asked. Research into new helmet designs and technologies is currently underway, and, somewhat interestingly, Toyota has been able to provide data to some universities that's valuable for both automotive safety research and for sports-related head injuries using its T.H.U.M.S. (Total HUman Model for Safety) injury-simulation software.

Sounds pretty good so far, no? Indeed, Toyota was so pleased with its contributions to safety that it highlighted them in an advertisement that aired during the Sunday slate of NFL games. Sadly, there was one wee little problem... the commercial showed one particularly violent helmet-to-helmet hit – the exact same kind of injury-causing instance the NFL is doing its best to distance itself from.

Not surprisingly, the NFL asked Toyota to do a little creative editing on the commercial. In other words, take out the offending hit or we'll get our network partners to stop showing your advertisement. In the end, Reuters (via Yahoo) reports that Toyota begrudgingly obliged and altered its commercial appropriately. Score one for safety?

Check out the extended cut of the advertisement after the break.

[Source: Reuters via Yahoo]



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  • 29 Comments
      • 4 Years Ago
      Go Bears!
      • 4 Years Ago
      In that same commercial the mother states, Toyota is sharing their helmet technology with Wake Forest University....?????? Since when does Wake Forest manufacture football helmets? Would have made a lot more sense if it was Riddell, Shutt, Bell or anyone else that makes helmets that they were sharing the technology with.
      Toyota justification ad...pathetic really.
        • 4 Years Ago
        ...because maybe Wake Forrest is doing research into Helmets? They may have got a grant from some of the helmet manufactures to see if there is a way to help avoid such hard hits from effecting players? Might be hard to believe but at times colleges have better resources at hand than some companies in terms of research and development.
      • 4 Years Ago
      GO PACKERS :)
      • 4 Years Ago
      NFL is exercising it's power again.
        • 4 Years Ago
        And that's why the players are talking lockout.......
      • 4 Years Ago
      The nfl is becoming soccer.
      • 4 Years Ago
      Toyota and crash helmets? Highly recomended if you own one of their cars.
      • 4 Years Ago
      I've always wondered why they don't put some dense padding on the outside of football helmets as well.
      Ed
      • 4 Years Ago
      Are you kidding me? What is going to be next? Maybe a 10 second delay on broadcasts so the NFL can black out the hits in a game they don't want anyone to see? Oh, they could do that for excessive celebrations too, and they also could blot out the mouths of coaches and players who are cursing so the viewer can't read their lips. Maybe Tagliabue want to change the rules to "flag" football, or even "touch" football.
      • 4 Years Ago
      I see nothing wrong with this commercial. I think it was well done and I would think the NFL would appreciate all the hard work going into making the game safer for the players. That is all I got from it, nothing but positive information about being aware of the dangers and the way they are making it safer. It's a win win for them both.
      • 4 Years Ago
      The old NFL should have just retaliated. Like a commercial with a family having a great time in their Prius, despite it uncontrollably hurling down the freeyway at 100+ because they're still wearing their helmets from gameday.
        • 4 Years Ago
        Not an NFL jersey in sight, but the NFL are terrified that a commercial (run during the games) might create the appearance that the NFL support helmet-to-helmet hits.

        That's what you get when you deal with the NFL. The quality of the NFL has taken a nosedive since Tagliabue retired.
        • 4 Years Ago
        I can't believe the NFL actually whined to Toyota about this ad...not only are the players not NFL players they're talking about research to make this kinda thing less damaging. I wonder if maybe they offered to pay Toyota for the ad work or whatever.
      Tammy
      • 4 Years Ago
      I personally liked both ads. I believe the new ad gives far more clear information so in that sense is better. I am however not happy with the concept of big business pushing others around which is exactly what the NFL did. Perhaps Toyota should have placed some information in the new ad explaining the new ad was in response to NFL bullying, some kind of a punch back at least. To Toyota: Bravo for your new campaign to use your technology to solve other every day problems! The NFL may be blinded ungrateful idiots but the rest of us saw what you are accomplishing.
      • 4 Years Ago
      Hey NFL, are you going to tell people how to wipe their ass's next
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