The new Toyota Prius commercial. Innovative in concept and execution, taking the brand to a different level. When we talk about the Prius brand, there are different associations to the product consumers can have, this seems to put it all in a new bucket of thought, consideration set.
Toyota has taken the opposite approach, and for good reason, with the Prius - than the regular "green" ads we see. Most "green" ads are focused on fear and results of inaction. The Prius takes that fear and puts it away, it doesn't enter into the emotional set associated with the brand. It is removed. Instead, happy days and happy children in a mythical land of "Prius" are here and you can be a part of it.
A pure brand play and a well received commercial for the 3rd generation of the car and the brand.
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