NFL Forces Toyota Commercial Edit

Via Deadspin and Reuters, the NFL forced Toyota to edit a car commercial which depicted a helmet-to-helmet hit.  Toyota is running an advertising campaign depicting how their technology can be put to good use in other fields.  This particular commercial explains how Toyota’s technology in studying head injuries of crash victims can be used by researchers to develop better football helmets.

The NFL told Toyota it could no longer air during games, but Toyota simply edited out that particular hit.  It’s at the 0:17 mark of the video:

So, I guess the moral of the story is to just pretend these things don’t happen.



10 thoughts on “NFL Forces Toyota Commercial Edit

  1. bill January 19, 2011 / 15:47

    I HATE that commercial. Toyota’s software has done NOTHING to improve football safety. There have been NO rule changes or equipment changes at all. It is FALSE advertising.

  2. Mike Lutz January 19, 2011 / 16:13

    More background, directly from Wake Forest’s Center for Injury Biomechanics:

    I don’t see any false or misleading claims. Everything in the media covering Toyota & Wake Forest’s partnership is dated late November of 2010. I wouldn’t expect results in less than two months.

  3. Mark Picot January 19, 2011 / 21:00

    The methodology of the research spoken about in the commercial is all wrong. Linear crash test dummy models and head drop studies can’t simulate concussion in human subjects playing football only test helmet strength and the forces they recieve. In fact, NFL research of video replay, found the majority of concussive events in NFL players to be the result of rotational hits to the lower facemask/chin and ear hole. These forces are more liike that of boxers. Boxers were the first to be medically diagnosed with CTE, more liikely boxers with “Glass Jaw”. The common thread in both types of athletic trauma, the chin, or the chinstrap. This is why Riddel focused on lowering the jaw line of the helmet, that was the result of this research now widely understood to be a marketing ploy. Yet another study by the NFL compared football concussion with boxing concussion, finding a distict differnence between the two, now that particular study is being panned by experts.

    Cantu stated in congressional testimoney, the jaw/chin are a contribuing factor in concussion. If it’s a factor, medical OSHA type standard must be applied to this regeion of the skull, the temporo mandibular relation to concussion. Also, he stated, CTE manifests in the medial temporal lobe, exactly the area where the upper jawbone contacts the skull base, whatever means, this crucial area must be protected. Just milimeters from the temporal lobe, the upper jawbone acts as a chisle, F=Mc2. Yet no real research on humans, that focuses on this theory, has been initiated by any governing body, except the Pentagon. The attached data was enough to convince the Army to move foreward with an initiative to help soldiers reduce the risk of mtbi.

    • Dustin Fink January 20, 2011 / 06:03

      Once again we disagree Mr. Picot. Linear hits and drop studies can simulate a force to the “brain case” that would be consistent with disruption of normal brain function, other wise know as concussion. Your statement about rotational forces causing “a majority” of the concussions is correct, but commonly those rotational forces were created by a linear hit to the head or MORE COMMONLY the body.
      Riddell did lower the jaw line but not to protect against concussion but protect against, shockingly, jaw injuries.

      The point of my reply is that no matter how you attempt to spin it and cherry pick your research there is NO conclusive evidence that mouth guards, or mouth orthodics reduce the chances of a concussion. Mouth “gear” has a very distinct job of preventing teeth, mouth and jaw related injuries, however THEY CANNOT stop rotational forces to the brain. You Mr. Picot even stated “a majority” of concussions come from rotational forces. No helmet or mouth gear can prevent that from happening. If mouth gear is so good and “protects” these type of injuries why to boxers/MMA routinely get KO’ed or suffer from a concussion for months after a fight?

      I understand you are trying to sell a product and it may be some of the best innovation in mouth gear, but to exploit/extract testimony, research, and observations of the concussion issue to attempt to sell your product is very transparent to me. And for what its worth you discontinued our dialogue about mouth gear after this post was made

      • Mark Picot January 20, 2011 / 15:54

        To you and others with your skeptical mindset, basically, your not going to change your oppinion until you see a clinical trial. I didn’t discontinue our dialogue, I’m just waiting for more data to back my claim, yet when I saw that Toyota commercial it made me sick to my stomach. If all this is working and these linear research projects are helping, why is there no reduction in concussion rates.
        As for selling a product, not here, just informing, I have sunk thousands into this startup and have yet to profit. Here’s the deal, tooth protecting mouth guards can’t correct, therefore they leave prone athletes, those with both Tmj dysfunction and concussion history, in a vulnerable postion, meaning, the condyle or end of the jawbone is dangerously close or in contact with the inner nervous system within the crainial vault where the Tmjoint is housed. Brain pads, Shock doctors and UA products can’t achieve this. The “Brain case” is a term that suggests the jello effect, where the brain shakes and slams against the side of the skull. Our product has nothing to do with preventing those types of injuries. But you can’t ignore our data and the clear fact that Cantu has stated that CTE is found primarily in the same region of the tmj, just milimeters awaym in the medial temporal lobe.
        Call it a jaw injury, as Riddell, that results in trauma to the medial temporal lobe that gives you a major headache, you can’t argue that more governing bodies should be pursuing this avenue of prevention. The Army has been convinced.

        “If mouth gear is so good and “protects” these type of injuries why to boxers/MMA routinely get KO’ed or suffer from a concussion for months after a fight?”

        Your making my point, only a handfull of MMA fighters and boxers where our product. We hope it will become a standard, but at this point, because of the skeptisism from the neuro community, like you display, we haven’t had much luck.

      • Dustin Fink January 20, 2011 / 16:25

        Thank you for the thoughtful response Mark. I appreciate the time… I look forward to your research and information, I am for anything that will help stem some of these issues…

  4. Mark Picot January 20, 2011 / 18:58

    Pittsburgh Tribune
    June 06
    Quoting Riddell Executive

    The helmet was designed to protect players from concussions but also provides the best jaw protection available on a football helmet, he said.
    The Revolution was made after a study came to the surprising conclusion that 70 percent of players’ concussions occurred from blows to the jaw or side of the head, Cothern said.

    • Dustin Fink January 21, 2011 / 07:01

      That data was very flawed (70%) of the concussions and it was also in 2006… Just as we have changed how we treat concussions, observations and mechanisms have become more clear… Also Riddell may have been speaking way out of line on this at the time… They we capitalizing on the concussion issue early… Not unlike other products today…


  5. Mark Picot January 22, 2011 / 14:08

    The flaw was, out of 787 or so, real human (not dummies) concussions in video replay, they chose only about 75 hits to the top,side and back of the head to use in developing better padding for the helmets. This is because, the hits to the face cage, chin and earhole aren’t really anywhere you can improve pad protection. They did futilely improve the jaw pads to address this, but it is a glaring example of how vulnerable athletes are to this type of force and this early study may have been the reason they moved to automotive dummies in further research. Without a jaw joint, the dummies are much more predictable and reproducible in research than the human physiology. That unpredictable, everybody is different approach, is the basis to our individual evaluation protocol that identifies markers in each individual, prior to the construction of this orthotic appliance. Much like the new orthotic ski boot approach, every foot is different just like your teeth’s relation to the position of your jaw joints. It may be just that simple.
    A good example of this type of injury was in the Patriots, Jets game. Jason Taylor attempted to tackle Danny Woodhead in the second quarter, I believe. Woodheads heel kicked Taylor in the chin, Taylor was removed from the game and came back in later in the game, a completely diffent problem. He was then reported to have a concussion after the game, but he will play this Sunday against the Steelers. How many times has this happened where the player never reported the concussion. Im sure it’s commonplace at every level of the game, that’s why education on how best to protect the jaw/chin, is crucial.

    • Dustin Fink January 22, 2011 / 19:48

      The concussion was reported during the game, Taylor was evaluated and returned to play, which I am good with. The issue I have is that granted the hit did look like it was under the jaw, his head also snapped back… The orthodontic gear would NOT have stopped that from occurring… And to determine if it was the blow of the jaw slamming into the base of the skull or the “whiplash” effect that moved the brain about causing the concussion we don’t know… The mechanism of a concussion is the traumatic shifting/shearing of the brain itself causing damage to the underlying tissue… Current research does not suggest that an “isolated” trauma to a specific area of the brain causes the entire cascade effect that creates the symptoms of a concussion… That is the root cause of my apprehension of the use of mouth gear to protect against concussion…

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