Torrance, CA - In the latest creative campaign for Prius, Toyota and Saatchi & Saatchi LA introduce a new character: the People Person. A dynamic performance piece, the People Person brings together 18 human bodies through artful choreography, wardrobe and direction (and the occasional special effect) to move and act as a single person going about a typical morning ritual.
The spots combine cool surrealism with a simple mission: to playfully introduce Prius Goes Plural-four Prius hybrid models, including the 3rd generation Prius, Prius v, Prius Plug-in and Prius c concept vehicle-while enhancing the unique place Prius holds in the hearts of consumers. In a nod to the diverse Prius community, the spots acknowledge that universal behaviors connect people, even though their vehicle preferences might vary. The verdant, rolling hills in the scene call to mind the positive impact hybrid vehicles can have on the environment.
"We were tasked with uniting the diverse Prius community while simultaneously celebrating their differences," said Margaret Keene, executive creative director at Saatchi & Saatchi LA. "Prius owners are a special kind of consumer: they put their pants on one leg at a time, but they've probably thought about how their pants may have impacted their environment."
The spot is a triumph for production in its ability to tell a story using a variety of visual effects, some technology-based and other human-engineered. Parts of the spots were shot live-action using large-scale, custom-made props, including a toothbrush and toothpaste, shoes and a suitcase; others were shot on a miniature set depicting an attractive suburban neighborhood; and there were elements produced in a computer graphics environment. Visual effects boutique Eight VFX and contemporary film production company The Sweetshop lent their expertise to the vision.
"Computer generated effects give us a lot of latitude in performance, but nothing is realer than real," said Keene. "Take the miniature set, for example. It lights a certain way and is just perfect for what we're trying to accomplish in the commercial."
The new Prius Family spot can be viewed at http://www.youtube.com/watch?v=Tz50_1Y2pXU