Tag Archives: hybrid

Toyota’s New Prius Harmony Animation – a Joy Ride (Brand Champ) or a Ho-Hum (Brand Chump)?

The reaction to Honda’s animation, featured in last week’s Brand Champ or Chump, was overwhelmingly positive. The vast majority felt Honda hit the sweet spot with an inspirational piece that connected to consumers’ demands for greater environmental accountability.

So, the verdict from last week: Brand Champ.

This week, I want to know how you feel about Toyota’s new animation, which seems a fitting follow up to last week’s spotlight on Honda.

I leaned toward Brand Champ for Honda, and I’m taking the same position this week for Toyota. This time, I’m leaning strongly toward Champ.

This spot is a 30 second commercial promoting the third-generation Prius. Set to a familiar happy-go-lucky and eco-friendly tune, we see a Prius moving through a clean and beautiful environment.

But this environment is… well… unusual. The landscape is made up entirely of people. That is, the sun, clouds, flowers and blades of grass are depicted as people.

The point: Toyota’s third-generation Prius strikes a balance between the needs of man and nature. You can get everything you want in a car – extra power, more space and fuel efficiency… and the best part is you also make a difference by driving a car with fewer smog-forming emissions. So, a simple message: We get more of what we want in a car, but less of what we don’t want.

For me, this piece was eye-stopping to the point that I really wanted to see it again. The animation has a unique feel to it. Like some of Toyota’s earlier Harmony spots, this one feels organic and artistic… though much more uplifting. The flow of the piece suggests progress and change—for the better. I immediately connected with the message.

Toyota has its hands full with Honda. The latter is launching the competitive Insight hybrid and seems poised to take share away from Toyota, which has seen Prius sales drop quite sharply. This piece, as part of a larger campaign, may just help Toyota defend some of its ground.

Overall, I think this piece is a winner. I felt like I was on a joy ride. Do you agree? Or was it ho-hum for you? Watch it for yourself (see below) and let me know what you think we have here:

  1. A brand champ?
  2. A brand chump?
  3. Somewhere in between?

If the video does not appear below, please see the animation here.

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