Toyota.

Often in this space I critique ads and other marketing exploits that miss their mark or are flat out dumb.

That's not really a tough job. So much of the work we're exposed to is well south of mediocre.

Right now, I want to comment on a rare body of work that actually seems to be working. I'm thinking of Toyota's campaign to refurbish their reputation in light of allegations of uncontrolled acceleration.

I wouldn't say Toyota's work is brilliant or scintillating. But it is clear, consistent and reassuring. It is also artfully and intelligently executed.

Not long ago I think a lot of people were saying, "How could anyone ever again feel safe buying a Toyota?"

Now I think people are buying Toyotas.

That's the point, right?