It’s For 'Everyone'

In a new spot aimed at the perception that the Toyota Prius Hybrid is a vehicle reserved for snobs and “Hollywood” types, Southeast Toyota Distributors and agency 22squared recently released a spot arguing that the car is for “everyone.”

In the "Hollywood" TV spot, a movie star spokesperson transforms into an everyday mom, not just to sell people a Prius, but to sell people on the Prius being the car for them.

No word yet, though on how many of those everyones will buy a second hybrid, but if recent articles like this one (http://www.latimes.com/business/money/la-fi-mo-repeat-hybrid-car-buyers-20120409,0,416214.story) are any indication, the answer is about 35 percent – or about 41 percent for Prius owners.

Credits:
Client: Southeast Toyota Distributors
Air Date: April 1, 2012
Agency: 22squared
Creative Director: Scott Sheinberg, Kevin Botfeld
Copywriter: James Rosene
Art Director: Derek Kirkman
Producer: Connie Newberry
Client Leadership: Laura Bosek, Amanda Ferber
Production Company: Anonymous Content/LA
Director: Christian Bevilacqua
Executive Producer: Jeff Baron
Line Producer: Richard Berman
DP: Salvatore Totino
Editorial Company: Arcade Edit/LA
Editor: Kim Bica
Telecine: The Mill/LA
Colorist: Adam Scott
Visual Effects: A52/LA
VFX Executive Producer: Luisa Murray
VFX Producer: Matt Olman Sound Design: Primal Scream/LA