Toyota is to launch a £20m cross platform pan-European campaign showcasing its employees in an effort to reassure customers following its recall of 8million cars due to a faulty accelerator pedal.

The campaign aims to highlight Toyota’s commitment to quality and safety, with ads by Saatchi & Saatchi featuring the strapline “Your Toyota is my Toyota” and showing the car manufacturer’s workforce speaking about their passion for the brand and the importance of safety.

The activity, which will launch in the UK later this month, includes TV and print ads and digital activity including YouTube videos.

Akio Toyoda, president of Toyota, also appears on YouTube apologising for the recall.