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The spot infuses a band of rebels dubbed ‘The Prius 4’ into The Longest Chase’s storyline whilst placing the Prius in a thrilling pursuit
Toyota took to the grand stage of the Big Game to debut a new television commercial during the first-half of the Super Bowl 50 which shone the spotlight on its fourth generation Prius. The spot is entitled The Longest Chase.
Almost two decades after introducing the America to the perks of hybrid technology as well as selling more than two million units of the vehicle, the scaled-up model equipped with radical styling unveiled an advanced interior never seen before in its predecessors.
The tweaked variant now sports high-end technology throughout to include a fresh suite of safety features. Each of the innovations complements a new platform featuring a double-wishbone rear suspension as well as a lower centre of gravity for notably improved handling.
Meant to serve more as a Hollywood caper movie than a commercial, the advertisement follows the comedic adventure as the public rallies together to cheer on the group’s exciting rendezvous across the country within the confined of the dramatically redesigned car.
“At Toyota, we think there is no better way to both introduce the edgier new Prius in an entertaining way and show off the innovative features we hope will inspire a new generation of energy-conscious guests,” said Jack Hollis, Group Vice President, Marketing at Toyota Motor Sales USA.
The clip simultaneously boasts about the automobile’s notable fuel economy while touting the car’s advanced platform design. Developed by agency of record Saatchi & Saatchi Los Angeles while led by esteemed film, Lance Acord, all elements of the push continue the story.
Engaging viewers with real-time activation, supporters were encouraged to connect further using the #GoPriusGo hashtag for a chance to have their tweets featured in Phenomenon—a post-game spot depicting the protagonists as captivating the public while they experience the journey of a lifetime.
Elevating the hype across digital, Toyota in partnership with Hispanic agency, Conill, tied up with socially popular celebrities who helped generate reactions to incredible plays and the Prius pursuit. Actor and model Kellan Lutz and Nickelodeon star Daniella Monet were part of the collaboration.
The pair joined major influencers Matt J Cutshall, Barron Boedecker, and Bryant Eslava to share real-time content featuring playful banter around Prius and Game Day action. Mexican-American singer Becky G, NBA All Star Chris Bosh, and wife, Adrienne Bosh, added to the conversation using the hashtag #GoPriusGo.
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