Torrance, CA -Ever since the second Toyota Prius rolled off the lot, the correct plural for the car has come into question. And with a family of Prius vehicles launching in the coming year, the question had to be addressed: What is the plural of Prius? At the Detroit Auto Show on 10th January, an integrated campaign designed to pose that exact question was launched. A 1970's style educational animation video was created by Saatchi & Saatchi Los Angeles in collaboration with production company Hunter Gatherer. The ad uses stop-motion animation to illustrate the complexity of plurals, such as goose/ geese; cactus/ cacti with a retro jingle adding humour: http://www.youtube.com/watch?v=nUor4gdFoyg
As well as providing the opportunity for a sing-a-long, the animation posed the question to the internet world and academics: "What happens when one becomes more?" The spot set the motif for the campaign - colorful, clean and simple. Banner ads asked the question and acted as virtual polling booths, taking users votes and then displaying the leader board. More grounded polling stations existed on Facebook, the Toyota site and the social game, Car Town.
Man of letters and host of ‘Inside the Actors Studio' James Lipton, was enlisted for the most recent leg of the campaign. In a series of tongue in cheek videos, he uses his masterful verbal techniques to pose the question ‘What is the plural of Prius?' to interviewees including ‘William Shakespeare,' a young spelling bee champion, a trio of ‘Linguistic Leaders' (more commonly known as cheerleaders) and a talking Octopus! Mr. Lipton's "Wordliness" show invites guests to create a feast of plural possibilities. View James Lipton's humourous videos here: http://www.youtube.com/user/ToyotaUSA
With the polls not yet closed, the public has been nothing if not vocal. With only days to go until the winning word is announced on 20th February at the Chicago Auto Show, well over 1,700,000 votes have been cast to determine the plural term for Toyota Prius. In less than a month, the animated intro piece collected nearly 170,000 views on YouTube. The campaign has successfully generated coverage by major news outlets, including CNN, NPR, Mashable and Yahoo! It has also garnered broadcast coverage on national, regional and local stations from coast to coast. There is even the possibility that the winning word will be added to the Dictionary.
A recap video of the campaign and winning word celebration will be available next week at www.ToyotaPriusProjects.com.
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
