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January 20, 2011 by · Leave a Comment 

The NFL asked Toyota to halt continued use of a TV commercial that discussed helmet-to-helmet hits after it aired on ESPN’s Monday Night Football, Reuters reported on Wednesday. In the ad, Wake Forest University professors described the way Toyota technology simulating the way drivers are injured in auto accidents could prevent brain injuries in football. Frequent helmet-to-helmet hits are believed to be responsible for brain dysfunction in some older former football players, and players have invoked studies of such long-term injuries in arguing against the NFL’s proposed lengthening of the football season. NFL spokesman Brian McCarthy acknowledged that the league had contacted Toyota. “From time to time, we will address an ad that portrays our sport unfairly,” McCarthy told Reuters. Toyota agreed to remove a scene from the commercial showing helmet-to-helmet hits — something that is shown during virtually every NFL telecast (although the NFL has been fining some of the most aggressive helmet hitters since October).