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NEW YORK Toyota is touting the Prius’ kicky performance in a print campaign for its Hybrid Synergy Drive power train system, a combination gasoline/electric engine that aims to reduce fuel emissions.
The series of four ads comes via Dentsu’s Oasis in New York, which lost the $20 million Prius vehicle account to Publicis Groupe’s Saatchi & Saatchi in April, but continues to produce corporate ads for the motor giant. Toyota spent nearly $50 million on corporate ads in 2002 and about $10 million from January through March of this year, according to TNS Media Intelligence/CMR.
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