By Sahil Patel
As part of “TeenDrive365,” Toyota’s largest teen safety campaign to date, Defy Media is launching two new web series designed to encourage safer driving.
The first show, “Swapping Seats,” is described as a social experiment in which teenagers and their parents swap roles. In the series, which will be hosted by comedienne Calise Hawkins (“Last Man Standing”), teenagers will take control of the driver’s seat and secretly mimic their parents’ driving habits, while the parents watch from the backseat. Spanning four total episodes, “Swapping Seats” debuts today and will run for the next four weeks.
The second show, “Tested,” will be hosted by comedian John Henson, the current host of ABC’s “Wipeout” and former host of E!’s “Talk Soup.” The series will demonstrate everyday distractions that all drivers face — but don’t think twice about — and then put a comedic spin on them. For instance, in an episode that deals with those who like to sing when they drive, drivers will be asked to sing while being “distracted” by fully-dressed backup singers in the passenger seats. Spanning six total episodes, “Tested” will premiere in early February, with new episodes rolling out on a weekly basis.
Created and produced by Defy Media, both shows will be available on the “TeenDrive365” hub on Toyota.com, as well as on the company’s YouTube channel.
The “TeenDrive365” campaign, launched by Toyota in November 2013, spans multiple platforms. In addition to the two shows from Defy, the campaign features other video spots, various online tools, expert advice, and “distracted-driving events” held across the country — all focused on delivering the message of safety and alertness while driving.
As part of Toyota’s deal with Defy, the auto brand will tap into the Defy Media Network to promote the campaign across sites that reach the targeted audience of teenagers and families. Overall, Defy created 12 pieces of video content — 10 episodes as part of the shows mentioned above, as well as two video teasers.