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.
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.
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