Toyota Prius 2020: To The Top

When the Toyota Prius launched 20 years ago, it quickly became the definition of hybrid. Twenty years later, the evolution of Prius continued as Toyota proudly introduced the 2019 Prius with available AWD-e, a first in its class. Now, the 2020 Toyota Prius campaign, titled "It's Unbelievable", invites consumers to go more places, in more conditions, with the capable and efficient hybrid that started it all. The fully-integrated campaign was developed under Total Toyota (T²), a cohesive marketing approach by Toyota agencies Saatchi & Saatchi, Conill Advertising and Intertrend, with Zenith placing the broadcast media buy. The 30-second linear TV spots highlight the versatility and new AWD-e system of the Prius while empowering viewers to go places they never thought possible. The two TV spots highlight the Prius’ performance and versatility in a humorous and endearing tone. In “To The Top”, Olympic gold medalist and Team Toyota athlete, Chloe Kim, relies on a generous Prius driver to get her to the (right) summit just in time for the competition. In “Recital”, the audience is reminded that a father won’t let anything, including an oversized runaway donut, stop him from putting his family’s safety first, and neither will his 2020 Prius. The spots were directed by Noam Murro.