I’m blown away by the new Prius ads.
David Kiley said this ad from Toyota may have been inspired by Honda’s earlier diesel engine “Hate Something” spot (compare the two yourself), but from my eyes, it’s the freshest creative in a decade.
But it’s not just creative for creative’s sake. Lots of agencies are living the creed “make it entertaining, engaging and disruptive” so consumers take notice and buy.
The new Prius spot is much more.
They’ve taken a car that was already the # 1 best selling hybrid in the world – the undisputed mainstream brand – and made it a vehicle of the people, for the people, by the people. Literally.
Using 200 extras, they created a layered – but somehow unified – sea of 1 million people parts. Everything (except the Prius, road and sky) was constructed from human beings who become “landscape texture.” Grass. Water. Trees. Clouds. Stones. Leaves. Sun. Flowers. Butterflies. The Bellamy Brothers’ # 1 hit from 1976 – “Let Your Love Flow” – is the audio glue.
The piece de resistance (besides the people, colors and music) is the movement. As the Prius drives by, clouds shift, grass sways, butterflies fly, flowers open, water flows, the sun glows.
It’s a visual trip, blending nature, technology and the human race.
They’ve raised the branding bar yet again with the newest Prius ad, spotlighting solar.
Hopefully for Toyota, the new campaign will move more than grass. The Prius has been struggling in the U.S. of late (mirroring the rest of the auto industry). U.S. sales of the Prius were down from 15,011 in May 2008 to 10,091 for the same month this year. Year to date, U.S. Prius sales are 42,753 compared to 79,675 in 2008 – 45 per cent less than last year.
I feel better every time I see these ads. I actually want to see them.
I can’t remember the last time this happened.