THUMS (Total Human Model for Safety) is simulation software, which represents actual humans in detail, including the outer shape, but also bones, muscles, ligaments, tendons, and internal organs. Therefore, THUMS can be used in automotive crash simulations to identify safety problems and find their solutions. The technology then helps Toyota build safer cars across the entire range.
The aim of the campaign was to highlight the notion of ‘human fragility’. This was brought to life through a glass body. The model itself, along with the internal organs were created by a team of three glassblowers. Using their remarkable skills, they created all the major organs including, the heart, kidneys, lungs and oesophagus.
The commercial launched as a 60 second commercial and appeared as 45s and 30s. The idea was also extended to outdoor and digital.