• Jul 22, 2011

Company: Toyota Motor Sales

Brand: Toyota

Medium: TV

Ad Agency: Saatchi and Saatchi

Product: Prius

Campaign:"What Happens After Practice"

What We Like: Going to back when Toyota launched its very amusing campaign for its Sienna "Swagger Wagon" TV ad and Youtube videos, the Japanese automaker has been looking for ways to engage consumers by not taking its very practical models so damn seriously. The Prius is an unabashed market success. It defines the hybrid segment. And it is the market leader in fuel economy. It does everything but run on actual crunchy granola in the gas tank. Prius ads do not need to play up the fact that they are super fuel efficient. Everyone knows. So, as we showed you a few days ago, turning to this approach of having NBA star Steve Nash talk about how driven he is, as if it was a Nike ad, is a creative homerun. His deadpan monologue about how competitive he is, talking about making constant adjustments and improvements to his game, while driving a Prius and finally edging out a grandma for a parking space is a way to stand out from the usual hybrid ad that merely screams the highway fuel economy rating. Gotta love Nash's trash-talk dance at the end too.

What We Don't Like: Tough one here. The agency nailed it.

Strategy: Prius has owned the hybrid market. But it is undeniable that Ford Fusion Hybrid and the Dearborn, MI automaker's coming C-Max all hybrid brand will begin to cut into Prius's perceived leadership. If there is a weakness in the Prius brand at all, it is that it is widely viewed as a car for celery eaters. Honestly, the current Prius is a bit bloodless to drive. Pumping some hemoglobin into it via clever advertising that doesn't take the car so deadly serious seems like a decent idea for a brand that is this mature.

Grade: A

Watch the video after the jump and give it your own grade below.





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    • 1 Second Ago
  • 52 Comments
      dontneedpants
      • 3 Years Ago
      Nothing is humorous when you analyze it to death.
      Tuga
      • 3 Years Ago
      The only funny thing is the amount of people telling me that i don't think it's funny because i don't "get it ". I get it. " It " isn't funny. F.
      LesPaul1
      • 3 Years Ago
      you idiots, it's funny because the parking lot was empty. that's the whole point of absurd humor. cot damn
        Keith Rogers
        • 3 Years Ago
        @LesPaul1
        In a country where "Two And A Half Men" is one of the most watched shows on TV, what do you expect?
      Jarda
      • 3 Years Ago
      You know what's even more funny? The fact that so much people don't understand that the completely empty parking lot is the !@#$ing point of the sketch. I'm kinda used to fact that without trailing "/s" most people on AB can't detect sarcasm, but this is whole another level of stupidity.
        A B
        • 3 Years Ago
        @Jarda
        Well, even so she still has to back up. It's funny watching her flip her &*$# though ^_^
        Keith Rogers
        • 3 Years Ago
        @Jarda
        I doth my proverbial cap to you, sir!
        reuben
        • 3 Years Ago
        @Jarda
        Could not have said it better!
      rmyoafno666
      • 3 Years Ago
      Ummm Autoblog... please do not accept bribes to overrate commercials. There are too many better commercials out there to be giving this an A. I'm not the type to prefer dissing the quality of other's work either. I'm fair. This commercial just isn't very good. I'm not impressed with it (nor your rating, Autoblog).
      Hazdaz
      • 3 Years Ago
      It wasn't funny when you guys first posted it a few days ago, and its not funny now. The idea isn't terrible, but the execution definitely is. Would have been better if the parking lot was FULL for one thing... like maybe during Christmas time and the 2 cars were battling out for the last remaining parking spot in an otherwise packed mall. Also I have no idea who this guy is, so that doesn't help either.
        Tolitz Rosel
        • 3 Years Ago
        @Hazdaz
        Actually, it shows more competitive spirit to take over a space that someone else is going to take even with other spaces available, rather than fighting for the only remaining space. Sure it comes off as arrogant, but when is competition ever meek :)
      Tolitz Rosel
      • 3 Years Ago
      Jesus people, the ad is all about being competitive, and Steve Nash demonstrates it in and out of the court - by being competitive as an aging point guard in a point-guard driven league on the court, and competing for parking space in an empty parking lot against anyone, even an old woman who had first dibs on the space. It's not super brilliant as Autoblog makes it to be, but it's a damn good TV ad. Don't let too much domestic horsepower remove your brain cells, haters... I mean, really ;)
      • 3 Years Ago
      [blocked]
        Elmo
        • 3 Years Ago
        Oh look, another negative comment...
        Elmo
        • 3 Years Ago
        Nice! You have achieved internet greatness by copying everything every internet troll has said to justify their negativity/stupidity. ASS-U-ME Please don't think you know me, because you don't. But hey, I know you. I know your kind. You go around the internet forums and articles and try to pass yourself off as this wealthy person who has access to high-end cars while being very smug and douche-like. You are what we call a "sophisticated internet troll". By the way, if you didn't care, then why are you responding? If you didn't care, you wouldn't have pleasured me with a response. Please, keep thinking you're better than everyone else on the internet. If you makes you feel better about yourself and make your miserable life go by faster, then so be it.
      jj360
      • 3 Years Ago
      It made no sense, there were loads of parking spots to choose from
      Vincent Lynch
      • 3 Years Ago
      what the **** is this "article"? Autoblog you really need to shape up...
      Claud
      • 3 Years Ago
      While it seems funny.....it really shows the current negative attitude toward the elderly......Too it also shows a general lack of common courtesy and gross rudeness..................
      DougShep
      • 3 Years Ago
      that wasn't funny at all... the parking lot wasn't even remotely full.
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