In an age when new car shoppers are easily seduced by fancy electronics and shiny sheet metal, we wanted to remind people of the car's most basic purpose: to help you arrive safely. To promote the Mitsubishi Outlander–recently named safest CUV in America–we highlighted drivers carrying the most precious cargo of all, newborns.
#FirstRide was a program designed to help NYC newborns and their parents get home from the hospital safely. Why New York City? Crazy as it sounds, most New Yorkers make the journey home in a taxi. Instead, we offered some the safest CUV in America. A series of webfilms followed three amazing NYC families whose newborns didn't have the easiest journey into the world, but thankfully enjoyed a much smoother ride home.