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Saatchi to Launch New Toyota Prius With ‘Start Now’ Tag
LOS ANGELES Toyota and Publicis’ Saatchi & Saatchi in Torrance, Calif., will break an estimated $50 million global ad campaign for the second-generation 2004 Toyota Prius next month with a new tagline, “Start now.” Roman Coppola and Tarsem each directed a spot, sources said. One spot for the new hybrid model touts its Hybrid Synergy Drive power-train system, sources said. Another highlights the Prius’ roomy interior, and a third offers what one source described as a “power-/speed-type statement.”
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