Toyota's TV ads for the 2010 Prius feature a world of flowers blooming whenever the iconic hybrid drives by. This visual message is now available in the physical world thanks to a living ad designed by Greenroad Media. Toyota is installing flowerbeds in the shape of the Prius along busy Los Angeles freeways, with the first unveiled yesterday along the Pasadena Freeway near downtown. Called a "floralscape," the image of a Prius in a sunrise is the first of nine that will promote the Prius around LA and in San Francisco.
The floralscape uses about 20,000 blooms from living flowers to make a 30' by 60' image. The green-ness of the ad extends to the solar energy and "ecologically responsible insect and fungi control" used to make the image. What's odd is that federal regulations require the floralscapes be non-commercial – no company names or logos are allowed – yet this is obviously an ad for the Prius. Somehow, the abstract nature of the flowerbeds allows them to be approved by California's department of transportation, Caltrans, and they are therefore okay to plant. Said another way, it's an ad that isn't an ad, but it really is.