“The Ultimate Driving Challenge,” a humorous homage by Ford Motor Company reveals the True Ultimate Driver: Mom.  How-To-Safety participates in the Mother’s Day tribute by overseeing child passenger safety and correct use of car seats and child restraints during filming. The production, directed by Josh + Vince of Big Block, honors moms on Mother’s Day and stresses what moms go through while driving kids through daily activities.

The concept for this year’s Mother’s Day tribute came from Team Detroit with the idea that moms are the best drivers and that Ford builds cars that are up for any challenge. The “Day in the Life” themed video proves that from snack time to playtime, the mother of all driving challenges is something to be reckoned with.

Shot at Raceway Park in Englishtown, New Jersey, unsuspecting (non-parent) drivers are asked “Are you ready for the Ford Ultimate Driving Challenge?” Believing that they are about to test-drive a Ford Escape, the drivers are shocked to encounter the real challenge: a backseat full of unruly kids and a sobbing toddler. The obstacle course is made even more difficult with the addition of a five-point harness car seats, booster seats, bathroom breaks, dropped ice cream cones and silly string.

Other highly relatable challenges come in the form of loading groceries, toys and a stroller, as well as obeying the commands of a crossing guard, all accompanied by ear-splitting commentary and critique from the kids.

Ultimately, the relieved and frazzled drivers come to appreciate what moms, the true ultimate drivers, face on a daily basis and ruefully acknowledge what they put their own mothers through.

Said Alina Lagoviyer, a child passenger safety specialist at How-To-Safety “It was exciting to be part of Ford’s video production and to acknowledge the challenges of proper car seat use. Car seats and boosters are not intuitive. We filmed on a closed track at very low speeds, allowing the ultimate driving challenge to include parts where the use of vehicle child restraints is delegated to unaware adults and younger children – as a result the challenges of their installation and proper use become very apparent, in ways that would otherwise be unsafe on the road.”

Albeit the humorous nature of “The Ultimate Driving Challenge”, it is important to acknowledge that road injuries are the leading type of preventable injuries and causes of death to children. It has been found that 9 out of 10 car seats are not used correctly. Only when used correctly, car seats, booster seats, and seat belts can reduce the risk of death in children by as much as 71 percent. Road safety and child injury prevention specialists recommend that caregivers learn about proper use of vehicle child restraints by reading and following manufacturer instructions, and if possible, by seeking assistance from a local Safe Kids certified Child Passenger Safety Technician.

About How-To-Safety
How-To-SAFETY is a New York City based, health and safety education service, specializing in Child Passenger Safety, with car seat fitting locations in Staten Island, NY. How-To-Safety is dedicated to raising awareness of child injury prevention and to caregiver road safety education. For more information, visit www.HowToSafety.com

About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Michigan., manufactures or distributes automobiles across six continents. With about 175,000 employees and 65 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit http://corporate.ford.com.

About BIG BLOCK
Based in Santa Monica and New York, Big Block is the production and design studio division of Big Block Media Holdings. Big Block specializes in digital content, VFX, design, DI (digital intermediate) and finishing for commercials, broadcast, interactive, feature films, television, gaming, mobile and enterprise platforms. From concept and design to live action direction, advanced filming techniques and visual effects, Big Block represents the ultimate in integrated end-to-end services for multimedia campaigns and branded content. For more information, please visit: www.bigblockLA.com