A spokeswoman for Toyota Motor Sales USA
Saatchi bested Dentsu, which pitched with Oasis Advertising, and Delphys, Toyota's in-house agency in Japan. The New York office of Dentu's Oasis has worked on the account since Prius' U.S. launch three years ago. Oasis had split the car's $20 million U.S. account with Saatchi & Saatchi, Los Angeles.
Toyota Motor Sales USA launches the second-generation, 2004-model Prius this fall. When unveiling the car last week at the New York Auto Show, the marketer described it as bigger, better and more powerful than its predecessor. Hybrid cars feature gas-and-electric-powered engines.