Toyota continues to explore the ‘plural’ theme—the auto brand teamed up with Saatchi & Saatchi LA agency to launch a new piece in its advertising push ‘Prius Goes Plural’ launched to promote the Toyota Prius hybrid model range. Now, the brand introduces the People Person, created of 18 humans, which together make up a new huge character, being its body parts. Brought together, they move and act like a single creature, performing usual daily routine (turning off an alarm clock, brushing teeth, etc.), reflecting the idea that most of us behave in similar way, while being quite different by nature.

In the spot, the bodies work just like one giant body, but when the character sees the new hybrid cars, 3 gen Prius, Prius v, Prius Plug-in and Prius c concept vehicles, it ‘falls to pieces’ and all of the people come up to their vehicles, just like they have never been part of the ‘person.’ “In a nod to the diverse Prius community, the spots acknowledge that universal behaviours connect people, even though their vehicle preferences might vary. The verdant, rolling hills in the scene call to mind the positive impact hybrid vehicles can have on the environment,” states the press release.

“The Mr. Hide-directed spot was mostly shot in live-action using large-scale props, with some green-screen help to create backgrounds. The set, a suburban neighborhood, was shot using a miniature set,” informs the description to the work. For instance, the toothbrush and the character’s boots and a suitcase were custom-made props, and some elements were created using computer graphics. Previously, the brand challenged consumers with a task to choose the best term for plural Prius. To learn more about Toyota Prius project, follow this link.

“We were tasked with uniting the diverse Prius community while simultaneously celebrating their differences. Prius owners are a special kind of consumer: they put their pants on one leg at a time, but they’ve probably thought about how their pants may have impacted their environment,” comments Margaret Keene, executive creative director at Saatchi & Saatchi LA.