Last night, during Super Bowl 50, advertisers had trouble keeping up with Toyota. Sure, there were some crowdpleasers–like the Doritos ads and the Hyundai “First Date” ad with Kevin Hart, but Toyota surprised us all with a commercial for their Prius 4 that was pure advertising genius.
Watch “The Longest Chase” here:
Saatchi and Saatchi brought Toyota back to the Super Bowl ad game in style after an 11-year hiatus. And after this showing, I hope they come back next year.
Stealing the show with great advertising
Anyone can be funny in an ad, and those ads do well with viewers, especially during the Super Bowl. But Toyota’s ad was creative, funny and at the same time informative–displaying all the features of this new model in an entertaining way we’ll all remember. The key to pulling all of this off is that they didn’t take themselves too seriously and were willing to make fun of themselves to drive the point home.
Check out all these features they display while you’re being entertained:
- Roomy – “Is this a Prius? It’s very spacious.” In case you missed that they fit four adult men into the car with room to spare, one of the characters utters that line.
- Performance – Police call in to report the chase and the dispatcher replies, “How hard is it to catch a Prius?” Police response: “This thing’s actually pretty fast.” And we watch it snake through the busy city streets and pull some pretty sweet moves in the process–something you’re more likely to expect in a sports car commercial.
- Mileage – The Prius goes and goes wearing out the cops in pursuit.
- Quiet running & maneuverability – As the police sleep in their cars, the Prius quietly slips between the cars and away into the night.
In addition, you see the interior of the car, including its cute little gear shift, a backup camera and even autonomous braking for emergency situations. Plus, the red sculpted exterior of the car sells the high-performance as well.
This is basically a feel-good mini-movie from start to finish in which the product is the star. Crowds along the way cheer on the Prius and halfway through viewers want to join right in.
Yes, the Hyundai “First Date” ad was rated the top Super Bowl ad, but that really had more to do with the humor and the popularity of Kevin Hart–I mean, the man is on fire right now and can make pretty much anyone laugh.
It was a good ad, but which product are you more likely to remember? I think you end up remembering Kevin Hart more than the car, whereas with the Toyota ad, you remember the Prius. That’s what advertising is supposed to do.