GMC ‘Forgotten Toy’ Campaign Demonstrates Danger of Hot Cars
It should be a well-known and well-understood fact that you should never, ever leave your child or pet unattended in a hot car. Doing so puts your loved one at risk for everything from dehydration to heat stroke, possibly even resulting in death. Because the summer is so sweltering in the Middle East, GMC rolled out its “Forgotten Toy” campaign in the region to remind drivers of the dangers of hot cars.
“Everyone has a role to play to deliver safety and we hope our loyal and growing community around the region joins us in raising awareness around the risks attached to the hazardous habit of leaving children unattended in cars by sharing our ‘Forgotten Toy’ campaign and spreading the message,” said GMC Middle East Head of Brand Daniella D’Souza.
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In truth, “Forgotten Toy” is a pretty horrifying commercial. You’ve got the tense music, you’ve got a story ripped from the headlines about two young children dying in a hot car, and you’ve got the useful reminder: “It’s easy to believe that only a negligent parent could make such a horrifying mistake. The troubling truth is that this can and does happen to anyone.”
But the most effective aspect of the ad is the titular Forgotten Toy, which is made up of silicone, paraffin wax, and beeswax. As the temperature in the vehicle rises, the doll begins to wither and melt. When the temperature in the vehicle reaches 150 degrees Fahrenheit, half of the happy doll’s face has ostensibly caved in from the heat.
GMC vehicles are offered with a Rear Seat Reminder feature that monitors the rear doors and advises parents to check the backseat before leaving the vehicle.
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