TORRANCE, Calif., Feb. 7, 2016 /PRNewswire/ -- #GoPriusGo. The
striking all-new 2016 Toyota Prius steals America's heart in an
entertaining, light-hearted 90-second commercial that aired during
the first half of Super Bowl 50.
Experience the interactive Multimedia News Release here:
http://www.multivu.com/players/English/7751351-toyota-chases-the-spotlight/
Nearly two decades after introducing the American public to the
everyday benefits of hybrid technology, and selling more than two
million of the iconic vehicles, the fourth-generation model unveils
radical styling, an advanced interior not seen before in a Prius.
What's more, the new Prius boasts advanced technology throughout,
including a suite of safety features. Each of these innovations
complements a new platform that features a double-wishbone rear
suspension and a lower center of gravity than previous generations
for dramatically-improved handling.
In an amusing storyline showcasing four loveable rebels,
adoringly coined, "The Prius 4" Toyota's Big Game ad, "The Longest
Chase," puts the Prius into a thrilling, action-packed
pursuit. The spot, meant to serve more as a Hollywood caper movie than a commercial,
follows the comedic adventure, as the public rallies together to
cheer on the group's exciting rendezvous across the country in the
dramatically-redesigned Prius.
The hybrid leader's in-game ad simultaneously boasts about the
vehicle's notable fuel economy while touting the car's advanced
platform design.
"Super Sunday is truly one of America's most talked about
cultural moments of the year. At Toyota, we think there is no
better way to not only introduce the edgier new Prius in an
entertaining way, but also to show off the innovative features that
we hope will inspire a new generation of energy-conscious guests,"
said Jack Hollis, Group Vice
President, Marketing, Toyota Motor Sales, U.S.A. "Prius is the industry's hybrid hero,
and the tongue-in-cheek creative idea surrounding our spot plays on
that analogy."
Developed by Toyota's agency of record, Saatchi &
Saatchi Los Angeles, the commercial,
as well as the post-game ads that continue the story, were shot
under the direction of esteemed film director, Lance Acord.
"We worked with Lance to create a film that could be edited into
consumable pieces of episodic content," said Jason Schragger, Chief Creative Officer, Saatchi
& Saatchi LA. "It was very important for us to create more than
a series of advertisements. We wanted to author a piece of branded
entertainment with a story that would extend long beyond the
conversation about the big game."
Toyota also engaged viewers socially at the end of their
official in-game ad with a real-time activation. Viewers were
encouraged to tweet with the designated "#GoPriusGo" hashtag for a
chance to have their tweets featured in "Phenomenon" – one of
Toyota's post-game spots, which depicts the protagonists
captivating the public as they experience the journey of a
lifetime.
Further elevating hype in the social media sphere, Toyota – with
the help of Hispanic agency partner, Conill – partnered with social
famous celebrities reacting to incredible plays, including the new
Prius pursuit. Actor and model Kellan
Lutz along with actress and Nickelodeon star, Daniella Monet, joined social rock stars
@MattJCutshall, @BarronBoedecker and @BryantEslava to share
real-time creative content featuring playful banter around Prius
and Game Day action. Mexican-American singer Becky G and 11-time
NBA All Star, Chris Bosh along with
wife Adrienne Bosh, added to the
groundswell of Super Bowl chatter with social content tagged
#GoPriusGo.
"Social media helps us tell the Prius story in an instantaneous
way, all while enhancing the multi-screen experience for
consumers," said Lisa Materazzo,
Corporate Manager, Media Strategy & Digital Engagement, Toyota
Motor Sales, U.S.A. "The
next-generation Prius driver lives each moment to the fullest – and
what bigger adventure to embark on, than to be featured on the
biggest stage in sports."
About Toyota
Toyota (NYSE:TM), the world's top
automaker and creator of the Prius and the Mirai fuel cell vehicle,
is committed to building vehicles for the way people live through
our Toyota, Lexus and Scion brands. Over the past 50
years, we've built more than 30 million cars and trucks in
North America, where we operate 14
manufacturing plants (10 in the U.S.) and directly employ more than
42,000 people (more than 33,000 in the U.S.). Toyota operates 1,800
North American dealerships (1,500 in the U.S. alone which sold
almost 2.5 million cars and trucks in 2015) – and about 80 percent
of all Toyota vehicles sold over the past 20 years are still on the
road today.
Toyota partners with philanthropic organizations across the
country, with a focus on education, safety and the
environment. As part of this commitment, we share the
company's extensive know-how garnered from building great cars and
trucks to help community organizations and other nonprofits expand
their ability to do good.
For more information about Toyota, visit
www.toyotanewsroom.com.
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SOURCE Toyota Motor Sales, U.S.A.