If you watched the Super Bowl at the beginning of February, you know about the cute little commercial about a cute little car that Toyota debuted. It’s called “The Longest Chase” and features Chris Bauer, James Ransone and Pablo Schreiber from the popular HBO series The Wire. Want to know more? Keep reading for more information.
In the spot these men have robbed a bank and use the Toyota Prius as their getaway vehicle. To their surprise not only is this vehicle fast and powerful, but they could drive for miles without stopping for gas. As people get wind of this through the news they come out to cheer on the group. There was one spot that debuted during the Super Bowl and then others that aired on following days to play out the rest of the narrative. The spots were created by Saatchi & Saatchi Los Angeles, which is the Toyota agency of choice.
Toyota also had a social media component to these ads where they encouraged viewers to tweet with #GoPriusGo for a chance to be featured in a later commercial.
“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.”