PLANO,
Texas, April 6, 2023 /PRNewswire/ -- Toyota's
ready to capture drivers' hearts with the completely
redesigned all-new 2023 Prius and Prius Prime - and the
new "This is Prius Now" marketing campaign brings an equally fresh
perspective.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9150351-toyota-all-new-2023-prius-and-prius-prime/
"The new campaign showcases the transformed Prius in an entirely
new light," said Lisa Materazzo,
group vice president, Toyota Marketing, Toyota Motor North
America. "The all-new Prius and Prius Prime's styling,
performance and high-tech features will redefine what customers
think, feel and expect when they think of Prius."
Toyota developed the integrated Prius/Prius Prime campaign with
its Total Toyota (T2) model in mind. The
T2 model integrates efforts to create a cohesive
marketing approach inclusive of multicultural marketing and the
mainstream market.
The "This is Prius Now" campaign showcases a unified creative
style throughout the spots, highlighted below.
In the spot titled "Black Sheep," created by Saatchi &
Saatchi, viewers see white sheep popping up throughout an urban
landscape. In the next scene, a black Toyota Prius makes its way
down a street past a herd of white sheep. The Prius stands out and
takes off down the street displaying its sleek styling and
performance. Saatchi & Saatchi also created "Shadow," a
playful spot in which the Prius' shadow is chasing it around town,
showcasing the Prius' advanced features and bold design along the
way. The spots were directed by Rich
Lee with Framestore Pictures.
In Conill Advertising's spot titled "Buzz," directed by
Alan Masferrer, news of the all-new
Prius spreads like wildfire, generating buzz and excitement as
phones light up with the news, breaking conventions with its daring
design – embodying the pioneering spirit of the new generation of
Latinos.
InterTrend Communications developed two spots for the campaign,
directed by Brendan Vaughan. In the
spot "Reborn," an artist, like the Prius, is both smart and
stylish. Together, the artist and her muse, the Prius, create an
artistic masterpiece. In "Exhilarating," the Prius' stylish,
powerful performance energizes a DJ, enabling him to create a
vibrant performance of his own.
Media Placements
The "This is Prius Now" Toyota Prius and Prius Prime campaign
extends across linear TV, digital video, cinema, digital content,
programmatic, out-of-home billboards, paid social, and search. High
profile Network Prime cable, and sports programming includes NBA
Playoffs and Finals, MLB Sunday Night games, NFL Draft, Gold Cup
Tournament, WillowTV, and shows including "The Great North,"
"Grey's Anatomy," and more. Digital content/video includes partners
such as the HBO Max Sequential Stories, Hulu's "Taste the
Nation," Peacock, Univision, and more. Partnerships include the
Official Vehicle of the 2023 Met Gala, the Latin American Music
Awards, NYLON and NYLON House, Forbes, Amazon, YouTube, La
Entrevista podcast on Pandora, among others. Paid Social runs
across TikTok, Meta, Snapchat, Reddit, LinkedIn, Pinterest and
Twitch.
The broadcast spots are available for viewing here. For
images and credits, please click here.
About the 2023 Toyota Prius and Prius Prime
The Toyota Prius enters the 2023 model year as a completely
transformed model. With a sleek new exterior design, a reimagined
interior and an amped up hybrid powertrain, this new Prius is built
for style, performance and efficiency. It is the hybrid reborn –
without compromise. The all-new 2023 Prius brings sporty style
with a coupe-inspired shape. Its sleek silhouette, low roofline,
smooth body panels and widened rear are proportionally balanced by
available 19-inch wheels and the interior features a clean, modern
design combined with high tech displays and ambient lighting.
Toyota Prius comes well-equipped at a starting Manufacturers
Suggested Retail Price (MSRP) of $27,450 for the Prius LE grade and Prius Prime SE
grade starts at an MSRP of $32,350,
excluding the Dealer Process and Handling fee. The Prius arrived at
Toyota dealerships in early 2023 and the Prius Prime is expected
this May. The 2023 Prius is available in LE, XLE and Limited
grades, and the 2023 Prius Prime will be available in SE, XSE and
XSE Premium grades.
As part of Toyota's diverse approach to carbon neutrality, the
Prius Prime is part of our portfolio approach to moving
"beyond zero carbon emissions." With eleven hybrids, two plug-in
hybrids, the new bZ4X battery electric vehicle and zero emission
hydrogen fuel cell technology Mirai, Toyota is committed to finding
highly efficient and zero emission solutions that fit customers
lifestyles across the US. Through this wide range of
products, Toyota's goal is to provide all customers with
exciting and affordable options to join our Beyond Zero mission to
reduce carbon emissions as much as possible...as quickly as
possible. As a symbol of that commitment, the 2023 Prius will
be the first Toyota vehicle to wear a new "Beyond Zero" badge, a
global effort to achieve carbon neutrality in our products,
manufacturing, and beyond.
2023 Toyota Prius Key Features Include:
- Sporty new design with sleek silhouette, larger wheels and
modern interior
- Most fuel-efficient Prius ever with up to 57 MPG combined
manufacturer rating
- More powerful hybrid system delivers 60% more horsepower with
up to 196hp
- Upgraded electronic On-Demand All-Wheel Drive available
- Toyota Audio Multimedia standard with available 12.3-inch
touchscreen
- Toyota Safety Sense 3.0 System standard
2023 Toyota Prius Prime Key Features Include:
- Up to 44-Miles of manufacturer-estimated all electric range,
75% more than prior generation
- Fuel sipping manufacturer-estimated 52 combined MPG in hybrid
mode
- Hybrid System with nearly 100-HP gain for improved 0-60
time
- New Traffic Jam Assist technology to aid drivers in stop-and-go
traffic
- Toyota Audio Multimedia with 12.3-inch touchscreen and JBL
Premium Audio available
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in
North America for more than 65
years, and is committed to advancing sustainable, next-generation
mobility through our Toyota and Lexus brands, plus our more than
1,800 dealerships.
Toyota directly employs more than 48,000 people in North America who have contributed to the
design, engineering, and assembly of nearly 45 million cars and
trucks at our 13 manufacturing plants. By 2025, Toyota's
14th plant in North
Carolina will begin to manufacture automotive batteries for
electrified vehicles. With more electrified vehicles on the road
than any other automaker, Toyota currently offers 22 electrified
options.
Through the Start Your Impossible campaign, Toyota highlights
the way it partners with community, civic, academic and
governmental organizations to address our society's most pressing
mobility challenges. We believe that when people are free to move,
anything is possible. For more information about Toyota,
visit www.ToyotaNewsroom.com
Media Contacts:
Paul Hogard
Toyota Motor North America
469-292-6791
paul.hogard@toyota.com
Ava Weaver
Saatchi for Toyota
469-357-2114
ava.weaver@saatchi.com
For customer inquiries, please call 800-331-4331.
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SOURCE Toyota Motor North America