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All New Toyota Prius Stars in Thrilling Caper for Super Bowl 50

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Saatchi & Saatchi LA created the campaign which continues post-game and on social platforms

All New Toyota Prius Stars in Thrilling Caper for Super Bowl 50

#GoPriusGo. The striking all-new 2016 Toyota Prius stole America’s heart in an entertaining, light-hearted 90-second commercial that aired during the first half of Super Bowl 50.

Nearly two decades after introducing the American public to the everyday benefits of hybrid technology, and selling more than two million of the iconic vehicles, the fourth-generation model unveils radical styling and an advanced interior not seen before in a Prius. What’s more, the new Prius boasts advanced technology throughout, including a suite of safety features. Each of these innovations complements a new platform that features a double-wishbone rear suspension and a lower center of gravity than previous generations for dramatically-improved handling.

In an amusing storyline showcasing four loveable rebels, adoringly coined “The Prius 4”, Toyota’s Big Game ad, “The Longest Chase,” puts the Prius into a thrilling, action-packed pursuit. The spot, meant to serve more as a Hollywood caper movie than a commercial, follows the comedic adventure, as the public rallies together to cheer on the group’s exciting rendezvous across the country in the dramatically-redesigned Prius.  The hybrid leader’s in-game ad simultaneously boasts about the vehicle’s notable fuel economy while touting the car’s advanced platform design.

Developed by Toyota’s agency of record, Saatchi & Saatchi Los Angeles, the commercial, as well as the post-game ads that continue the story, were shot under the direction of esteemed film director, Lance Acord.

“We worked with Lance to create a film that could be edited into consumable pieces of episodic content,” said Jason Schragger, Chief Creative Officer, Saatchi & Saatchi LA. “It was very important for us to create more than a series of advertisements. We wanted to author a piece of branded entertainment with a story that would extend long beyond the conversation about the big game.”

Toyota also engaged viewers socially at the end of their official in-game ad with a real-time activation. Viewers were encouraged to tweet with the designated “#GoPriusGo” hashtag for a chance to have their tweets featured in “Phenomenon” – one of Toyota’s post-game spots, which depicts the protagonists captivating the public as they experience the journey of a lifetime.

Further elevating hype in the social media sphere, Toyota – with the help of Hispanic agency partner, Conill – partnered with social famous celebrities reacting to incredible plays, including the new Prius pursuit. Actor and model Kellan Lutz along with actress and Nickelodeon star, Daniella Monet, joined social rock stars @MattJCutshall, @BarronBoedecker and @BryantEslava to share real-time creative content featuring playful banter around Prius and Game Day action. Mexican-American singer Becky G and 11-time NBA All Star, Chris Bosh along with wife Adrienne Bosh, added to the groundswell of Super Bowl chatter with social content tagged #GoPriusGo.

“Social media helps us tell the Prius story in an instantaneous way, all while enhancing the multi-screen experience for consumers,” said Lisa Materazzo, Corporate Manager, Media Strategy & Digital Engagement, Toyota Motor Sales, U.S.A. “The next-generation Prius driver lives each moment to the fullest – and what bigger adventure to embark on, than to be featured on the biggest stage in sports.”

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Arranger: (Hunters, Phenom, Vanished)

Composer: (Longest Chase)

Music Supervision: (Longest Chase)

Song: “Apache” By Incredibland; “Hard Luck” by Black Pistol Fire

Sound Design: Mac Smith @ Skywalker Sound

Sound Mix: Joel Waters @ Lime


Edit Assistant: Jess Baclesse & Jeremiah Mayhew

Edit Company: Exile Editorial

Editor: Kirk Baxter (Longest Chase), Shane Reid

Head of Production: Carol Lynn Weaver

Producer: Lauren Pullano

Post Production / VFX

3D Artists: Jose Limon, Tim Kadowaki, Abel Salazar, Mike Ko

CG: Adam Newman (Supervisor)

Colourist: Mark Gethin

Finish: Michael Steinmann

Producer: Kim Christensen (Head), Patrick Nugent (Executive)

Roto: Tiffany Germann Cathy Shaw Robert Shaw

Telecine: MPC

VFX Supervisor: Patrick Murphy

Visual Effects: A52

Production Company

Director: Lance Acord

Executive Producer: Mary Ann Marino/ Caroline Kousidonis

President: Jackie Kelman Bisbee

Production Company: Park Pictures

Line Producer: Caroline Kousidonis


Animator: James Hurlburt Kyu Kim

Art Director: Earl Burnley

Designer: EJ Kang, Mara Smalley, Lucy Kim @ Elastic

Executive Producer: Belinda Blacklock

Managing Director: Jennifer Sofio

Creative Agency

Account Executive: Michaela Chweidan, Kaitlyn Roberts (Assist)

Account Supervisor: Brittany Luhrsen

Art Director: Verner Soler; Craig Duffney (Vanished)

Business Affairs: Keli Christy (Director), Kathi Bolliger (Senior Manager)

Chief Creative Officer: Jason Schragger

Chief Strategy Officer: Mark Turner

Comms Strategy Director: John Lisko (Executive)

Copywriter: Ben Hieger; Allon Tatarka (Vanished)

Creatives: Katy Hamilton Ortega, Chris Mead

Director of Film Production: Sara Seibert

Director of Integrated Production: Lalita Koehler (Executive)

Executive Producer: Gil Decuir

Group Account Directors: Courtney Husk

Head of Broadcast: Angela Zappella (Senior Producer), Shawna Wilson (Producer)

Head of TV / Production: Janet Waters (Broadcast Media Director)

Media Planner: Lily Won

Music Supervisor: Kristen Hosack

Planner: Brian Ritter

PR Director: Romina Bongiovanni

Strategy: Skyler Wallace

Genres: Comedy

Categories: Automotive, Cars, Mon, 08 Feb 2016 16:41:21 GMT