Posted by: David Kiley on May 15, 2009
Toyota has launched a brilliant new ad for the 2010 Toyota Prius. I confess I haven’t seen a really good Toyota ad from Saatchi and Saatchi in some time. But this ad, I believe, will really snare big engagement ratings from Nielsen/IAG, which tracks how much TV watchers pay attention to ads.
Toyota must think it is on to something too, as it posted this video to youtube.com showing how the ad was made.
I will give a shout out here, though, to Wieden & Kennedy, London. Wieden a few years ago did a fabulous ad in London for Honda U.K. that this ad seems to pay homage to in terms of art direction. That was the famous “Grrrrrrr” ad for Honda’s diesel engines.
So, one may ask where this talent came from? Toyota has had some problems with its Lexus ads of late, handled by Saatchi and Saatchi owned Team One. Indeed, the company, my sources tell me, is allowing other agencies to pitch to handle the Lexus hybrid vehicle advertising and positioning.
Let me make a suggestion. Loan the team that created this spot to Team One.