Toyota Rolls Out New Spots

Toyota will break several 15-second spots on Monday, as part of an effort to focus its “Moving Forward†brand campaign, launched last year, on specific models and technology.

The campaign, via Saatchi & Saatchi, Torrance, Calif., includes two spots on Toyota's gas/electric powertrain technology, Hybrid Synergy Drive, that touts Toyota's Prius and newly launched hybrid Highlander SUV.

In one, a man driving with his dismayed wife shows a childlike enthusiasm for how the recharge light goes on each time he brakes, explaining that this is how the battery recharges. The spot ends with the Prius on a suburban street, braking every few feet. A second spot demonstrates how the 286 horsepower Highlander combines fuel efficiency and power. An aging hipster swinging in his convertible sports car is disconcerted yet fascinated when he's passed by a Highlander hybrid.

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