CR Blog
Toyota Backseat Driver
Posted by Creative Review, 18 July 2011, 10:14 Permalink Comments (11)

With the summer holidays approaching and long drives ahead parents may like to check out a new app from Toyota in which, thanks to GPS, kids in the backseat can drive along with what's happening up front
The app is the first product from ToyToyota, a new division of the car maker. The Backseat Driver has to follow the path of the real car picking up points along the way. This demo video explains all
All very cute, although we might suggest equipping junior with a pair of headphones to prevent parents being driven insane by the soundtrack after the first half mile.
Backseat Driver is the first piece of work from Party, a new agency set up by some of Japan's leading creative lights including Morihiro Harano of Drill, Masashi Kawamura who created the Sour Mirror music video and Naoki Ito who worked on the Nike Music Shoe project among others.
We will be profiling Party in the September issue of CR.

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11 Comments
What an utterly fantastic idea!
2011-07-18 10:48:07
Love it. Although I agree - headphones for the child would be a MUST.
2011-07-18 12:11:54
what happened to a good old sing song?, or who can spot a yellow car first?
I think looking down at a little screen whilst in the back of the car is a great way to bring on car sickness too.
2011-07-18 13:01:38
Agree with the above comment; car sickness alert. Poor boy never saw any of the real world out of his window and probably has no idea where he's 'really' been. Mind-numbingly pointless.
2011-07-18 18:06:03
So the kid goes to School on Monday, his mate Pao asks him what he got up to, "Did you not see my Tweet?" replies the kid. No, said Pao... I was too busy climbing trees, playing football like any other normal kid our age.
2011-07-19 15:33:05
Seems to be a bit of confusion in the write up. "A split-screen shows the real world view at the top and a cartoon version below."
I'm pretty sure that was just the demo video explaining the concept, not the actual game.
Oh and "Mind Numbingly pointless" Jonathan? Do you have children? I'm guessing not.
2011-07-19 15:33:24
@MC
You're right, sorry. I've removed that to avoid confusion
2011-07-19 15:37:29
Having children does not mean you have to accept pointlessness as a given. If anything, you should be even more engaged with the point of things - things like actually engaging with the real world.
2011-07-19 17:13:38
For me, the question of what I think of ToyToyoya is neither here nor there. However, it got me thinking... Is this an issue of morality? Kids deluged with yet another tech feed? If it is, shame on Toyota. On the other hand, if parents relinquish and delegate technology to mind their children and Toyota doesn't have a conscience, Toyota is brilliant. Ay...there's the rub.
2011-07-20 02:25:06
Is it just me or is this 'cleverness' for the sake of it. Seriously, there are far better games out there for kids. why would they bother with this. Strikes me as a perfect example of something that adland gets all excited about but real people will simply not use/care about it
2011-07-20 16:03:17
Is it just me or is this 'cleverness' for the sake of it. Seriously, there are far better games out there for kids. why would they bother with this. Strikes me as a perfect example of something that adland gets all excited about but real people will simply not use/care about it
2011-07-20 19:34:59
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