The curtain's been lifted on the ad campaign for the Toyota Prius C, and it's all about the game of life via the boardgame The Game of Life. The first spot is called Malti-poo and in it's ad-speaky way it targets "city-dwelling millennials" as it "demonstrates key vehicle attributes in a fun and approachable way." It "embodies the youthful spirit of the vehicle and offers creative content that integrates this iconic childhood game" while it also "offers visual tools and easy ways to share digestible information and collect opinions."

In English: it's trying to hook first-time car buyers on the notable features of the Prius C in inventive ways. Case in point: the Malti-poo spot will be followed by one called "Dolphin Tattoo," and platforms will include broadcast television, print, consumer experience and a YouTube channel that provides car buying and financial advice.

See below for the ad and the press release describing the campaign.

Show full PR text
"The Game of Life with Prius c" Leverages Classic Board Game Imagery to Introduce the Newest Member of the Prius Family

TORRANCE, Calif. (March 12, 2012) – Toyota Motor Sales U.S.A., Inc., along with its agency of record, Saatchi & Saatchi LA, today launched the marketing campaign for the Prius c, the newest member of the Prius Family. "The Game of Life with Prius c" demonstrates key vehicle attributes in a fun and approachable way that aims to appeal to first-time car buyers looking for a fuel-efficient and tech-savvy solution to their transportation needs.

Targeting city-dwelling millennials, the fully integrated campaign leverages a partnership with Hasbro and utilizes The Game Of LIFE across multiple mediums. The campaign embodies the youthful spirit of the vehicle and offers creative content that integrates this iconic childhood game. "The Game of LIFE with Prius c" also takes into consideration that young professional millennials shop and make purchase decisions very differently than other generations of car buyers. Thus, the campaign offers visual tools and easy ways to share digestible information and collect opinions.

"The Prius c campaign acknowledges the fact that buying a car is a big decision, as well as a new experience for many in this demographic," said Bill Fay, group vice president, marketing, Toyota. "We wanted to give our customers something entertaining and engaging, yet familiar, they could identify with while introducing a vehicle to help them navigate this exciting new chapter in their lives."

The all-new Prius c joins the Prius Family, which includes the third generation Prius, the Prius vand the Prius Plug-in Hybrid. The letter "c" in the Prius c moniker represents "city." It is designed to function as an urban-friendly vehicle with an engaging driving experience, accessible price, a city fuel economy rating of 53 mpg and available convenience and advanced in-car electronics features such as Entune™ technology. Prius c offers the highest city mpg rating of any vehicle without a plug.

For this busy, young professional target, media is always on and content is always queuing. For this reason, the campaign content is designed to be easily watched and shared with their inner circle regardless of the platform it is being viewed on.

Two broadcast commercials, beginning with "Malti-poo" premiering on March 12 and followed by "Dolphin Tattoo" on March 19, feature bright colors and bold imagery evocative of the iconic board game. Both spots combine humor with product messaging and will air during network and cable shows such as Grey's Anatomy, 30 Rock and The Simpsons, as well as programming on Bravo and ABC Family.

Digital media elements will also utilize The Game Of LIFE imagery. The "Spin the Wheel" ad units will allow users to spin the familiar color-blocked game wheel to see how Prius c's features can help them overcome some of life's dilemmas. Digital programs, including those in partnership with YouTube, Facebook, Hype Machine, Pandora and Hulu, will leverage all digital screens-Web, mobile and tablet-to support the target audience's media behavior. Additional partner collaborations will feature first-of-their-kind executions, such as a mobile spinwheel integration with Urbanspoon, custom Prius c badges on BuzzFeed, and sponsored free apps available on for the Kindle Fire.

The Prius c YouTube landing page will greet users with a virtual board game where they'll be able interact with a series of videos offering tips and tricks on navigating life's more daunting tasks, including:

- Car Buying 101: George Basil teaches viewers how to get the most out of the dealership experience.
- Wallet Wisdom: Danica McKellar of The Wonder Years fame provides financial advice in this series of videos.
- Tech Talk with Nye: Featuring Bill Nye, these videos explore technology and other gadgets found inside Prius c.

Later in March, the YouTube page will also host a Prius coverview, Google map tool and more. Additionally, the innovative "Meet the Prius c" vehicle configurator will allow users to customize their own Prius cin a variety of colors and trim levels through a series of uniquely choreographed videos.

Consumer Experiences
Toyota will offer consumers a chance to get behind the wheel and experience the vehicle first-hand. The Prius c will be integrated into a number of lifestyle events, music festival activations and ride and drive experiences in the coming months.

Print & Out of Home
Prius c will appear in a number of print publications, including TIME, People, InStyle and Sports Illustrated. Digital elements will be integrated into portions of the print plan to reflect insights about the multi-tasking, "always on" nature of the Prius c target. In addition to these placements, out of home boards inviting consumers to "meet the Prius c" will be displayed in several markets.

To learn more about the all-new Prius c, visit

About Toyota
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than 1.64 million vehicles in 2011. Toyota directly employs nearly 30,000 people in the U.S. and its investment here is currently valued at more than $18 billion. For more information about Toyota, visit

I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.

    • 1 Second Ago
      • 3 Years Ago
      Weird. It's like Toyota is intentionally mocking it's own customers with this ad.
      • 3 Years Ago
      Is this really what Japanese people think Americans act like? The obnoxiousness of this ad makes me not want to ever buy a Prius just out of spite...
      • 3 Years Ago
      Ugly little car that gets 53mpg? well la dee freekin da! my 1984 crx hf got 58mpg all day long, looked a lot better, cost a whole lot less, and would be equally as crushed by an F350 as this thing would...
      • 3 Years Ago
      I hope Toyota pulls these ads asap.
      • 3 Years Ago
      The best feature of this car is totally buried in this commercial. Honestly, this ad should just be a giant "53mpg for 19k" flashing for 15 seconds.
        • 3 Years Ago
        • 3 Years Ago
        Totally agree. Stop trying to be clever or cool in your commercials Toyota, you're clearly neither. Just play to your strengths: cost, and fuel economy.
          • 3 Years Ago
          No, they should be playing to their crowd: boring cars for neutered souls.
      • 3 Years Ago
      After seeing this ad I got the urge to buy a V8 truck.
      • 3 Years Ago
      If I buy a Prius C, will I turn into one of those obnoxious people from the commercial? If so, I don't want one.
      • 3 Years Ago
      these morons look like they would drive a toyota. Unfortunately there are enough idiots out there who actually do.
      • 3 Years Ago
      Leave the kitsch to Old Navy. What may work for selling $9 t-shirts doesn't work for selling cars. Absolutely awful.
      Hanson Bro
      • 3 Years Ago
      I think this ad just about defines the word "gay".
      Smooth Motor
      • 3 Years Ago
      The ad should read "If I aspire to a Prius.......I have no life".......
      • 3 Years Ago
      I want one a little less now, strangely.
    • Load More Comments
    Share This Photo X