EARTH-FRIENDLY

Do something good for the world today, and tomorrow you may reap the benefits.

That’s the message in a series of new ads for Toyota Motor North America by Oasis, which show the car maker’s commitment to safety education and environmental awareness.

One ad, which breaks today, shows a scarecrow in a cornfield near a factory. Under the word, “Today,” is the copy, “Reduce manufacturing waste going to landfills”; under “Tomorrow” is the line, “Reduce land going to waste.” Text relates how Toyota’s Global Earth Charter has led it to recycle huge amounts of steel and other scrap materials each year.

Another ad shows a technician at a computer, whose screens showim ages of a crash dummy. Copy describes how THUMS, a virtual human for crash testing developed by Toyota engineers, may help examine potential car-accident injuries.

“Today. Tomorrow. Toyota” is the tagline.

The work, said Paul Bernasconi, partner and creative director at Oasis, New York, is “really about the kind of thinking behind” Toyota’s efforts, showing the client “as an innovator and a leader.”

Ads are appearing in periodicals such as Auto Week, Newsweek and Time.