Toyota_Prius SUPER BOWL
HOW DO YOU SHIFT PERCEPTIONS from AN ICON OF PRACTICALITY, to AN EDGY, MORE POWERFUL Prius? WE STARTED BY ASKING, “WHAT COULD THE OLD PRIUS NEVER DO?” For this breakthrough super bowl campaign, we turned the prius into A LONG-DISTANCE GETAWAY CAR, showcasing BOTH ITS famous efficiency and a daring new style.
Role: Creative DIRECTION | Art & copy DIRECTION | POST-PRODUCTION DIRECTION
TAGS: TV | AUTOMOTIVE
"The Longest Chase"| Director: Lance Acord | Editor: Kirk Baxter
"Hunters"| Director: Lance Acord
"Vanished"| Director: Lance Acord
The results
starring the cast of “The wire”, the story unfolded across three spots and integrated live audience participation through social media. the cinematic storytelling resonated with viewers during the game and successfully established a new vision for the prius, contributing to a 14% year-over-year boost in sales.
USA Today ADMETER Top 10
Cannes Lions Shortist
Nielsen Automotive Ad of the Year
