The NFL threatened Toyota [3] to get the auto maker to modify a television commercial that highlighted the problem of the brain damage football players suffer from repeated concussions. In the original version [4] of Toyota's ad which aired last November, a mother says she worries about her son playing football as viewers are shown two young players colliding head to head. The scene is enhanced with crashing sounds, as animated force lines ripple from the player's helmeted heads. The mother says Toyota's decision to share crash research with scientists who study football concussions makes her feel more comfortable about her son playing football. The ad bore no NFL trademarks or team names, but the NFL threatened to end the car maker's ability to advertise its products during games if it didn't modify the ad to downplay football as a cause of traumatic brain injury. Toyota capitulated, and in the new version of the ad, the helmet collision has been removed and the mother now worries about "my son playing sports," instead of "playing football."