Toyota Declares its Time for Fresh Perspective for All New 2023 Prius Prime

Toyota’s ready to capture drivers’ hearts with the completely redesigned all-new 2023 Prius and Prius Prime – and the new 'This is Prius Now' marketing campaign brings an equally fresh perspective.

“The new campaign showcases the transformed Prius in an entirely new light,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “The all-new Prius and Prius Prime’s styling, performance and high-tech features will redefine what customers think, feel and expect when they think of Prius.”

Toyota developed the integrated Prius/Prius Prime campaign with its Total Toyota (T2) model in mind. The T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market.

The 'This is Prius Now' campaign showcases a unified creative style throughout the spots.

In the spot titled 'Black Sheep,' created by Saatchi & Saatchi, viewers see white sheep popping up throughout an urban landscape. In the next scene, a black Toyota Prius makes its way down a street past a herd of white sheep. The Prius stands out and takes off down the street displaying its sleek styling and performance.

Saatchi & Saatchi also created 'Shadow,' a playful spot in which the Prius’ shadow is chasing it around town, showcasing the Prius’ advanced features and bold design along the way. The spots were directed by Rich Lee with Framestore Pictures.

In Conill Advertising’s spot titled 'Buzz,' directed by Alan Masferrer, news of the all-new Prius spreads like wildfire, generating buzz and excitement as phones light up with the news, breaking conventions with its daring design – embodying the pioneering spirit of the new generation of Latinos.

InterTrend Communications developed two spots for the campaign, directed by Brendan Vaughan. In the spot 'Reborn,' an artist, like the Prius, is both smart and stylish. Together, the artist and her muse, the Prius, create an artistic masterpiece. In 'Exhilarating,' the Prius’ stylish, powerful performance energizes a DJ, enabling him to create a vibrant performance of his own.