Toyota
[Prius Super bowl campaign]
We gave the prius an edge
The Prius had a reputation for practicality over power. so When Toyota challenged us to shift perceptions around an all-new performance-enhanced model, we started by asking, “What Would the old prius Never Do?”
the story of a long-distance getaway car injected an edgy persona into a legacy of efficiency.
A cinematic storyline unfolded across three sequenced episodes throughout the super bowl. a parallel social activation also incorporated posts from fans into the finale, during the live game. the campaign successfully established a new vision for the prius, driving mass awareness for the launch and contributing to a 14% year-over-year boost in sales.
USA Today Ad Meter Top 10
Cannes lions shortlist
Nielsen Automotive Ad of the Year
Creative Direction: Seth Rementer
Agency: Saatchi & Saatchi
