The funding for the SUV Safety Campaign (Esuvee) was part of a legal settlement, won by a team of attorney generals from fifty-three different districts, against a major automotive manufacturer. Owners of SUVs are a defensive group, tired of the constant barrage of negativity against them and their vehicles. Knowing that was critical in developing a campaign they would find engaging and educational, rather than preachy and insulting. "Keeping your Esuvee on all fours", or avoiding a fatal rollover, is the message, and the work serves to inform owners of Esuvees about mastering theirs, by knowing more about them.

Seeding the word Esuvee and visual metaphor began with wild postings, a teaser website and web banners, weeks before the launch of a :60 cinema and :30 television spot. That day, Esuvee.com was launched and a press conference, starring a full-size animatronic Esuvee, was held at Central Park's Zoo. The next day, Katie Couric appeared live on the Today Show, with the Esuvee. Outdoor and print efforts followed, as the life-size Esuvee travelled the country, where Safety Kits, stickers, and Esuvee key chains were distributed. The final piece of the campaign was an educational and entertaining web game.