With our competitors speaking constantly about airbags and crash-tests, this campaign was designed to invite consumers to think about safety in a different way. Making the case that a truly safe car is one that helps you avoid getting into an accident in the first place.This spot uses the world’s largest pop-up book to tell the story of the safest accident. As the story unfolds, we see two accidents where traditional safety features are employed, and a third where the Lexus RX makes it home safely. Explaining that “the safest accident, is the one that never happens”.