Cars spin their wheels in place. Runners’ feet lack any traction. Even that dog out for a walk isn’t getting anywhere. “We’ve been moving,” the voiceover says. “We just haven’t been moving forward.” Luckily the fix has arrived, in the form of Toyota’s latest Prius gas-electric hybrid, making its Super Bowl debut via Saatchi & Saatchi L.A. It’s a very different use of 60 seconds than Cadillac’s “Barrels,” which is basically all about cocking a gun and firing it.
Although Toyota was a regular Super Bowl advertiser in the years that followed, and the 2006 game saw ads both for Toyota's Camry Hybrid ("Hybrid") and the Ford Leaf hybrid ("Easy Being Green"), the Prius wouldn't get another shot at the big game until 2016 ("The Longest Chase").
AGENCY: Saatchi & Saatchi