Long dead are automotive advertising
campaigns that focus solely on the technical aspects of cars. Advertising now focuses in on sensations, feelings, abstract concepts and that "special something" that makes a particular vehicle stand out. Toyota's
campaign to launch the 2010 Prius
in the States takes exactly this kind of approach, with advertisements that are full of nature, singing flowers and the slogan: "Harmony between man, nature and machine."
The campaign includes not only beautiful imagery, but also highlights cool technology like solar panels installed on the roofs of bus stops, surely to recall that the new Prius
is fitted with them on its sunroof. The artsy side of the campaign comes from 12-foot-tall flower sculptures that host recharging stations for cell phones, laptop computers and other electronic devices.