The striking all-new 2016 Prius stole America’s heart in Toyota’s entertaining 90-second commercial that aired during the first half of Super Bowl 50.
Watch it below.
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. Fans of cult TV series The Wire will be pleased to spot actors Chris Bauer, Pablo Schreider and James Ransome, who respectively played Frank, Nicky and Ziggy Sobotka in the show, feature as three of the Prius 4.
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 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., Inc. “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.
Jason Schragger, chief creative officer, Saatchi & Saatchi LA, said: “It was very important for us to create more than a series of advertisements. We wanted to author a piece of branded entertainment with a story that would extend long beyond the conversation about the big game.”
Viewers were encouraged to tweet with the designated #GoPriusGo hashtag for a chance to have their tweets featured in “Phenomenon” – one of Toyota’s post-game spots, which depicts the protagonists captivating the public as they experience the journey of a lifetime.