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Let's Stop and Smell the... Toyota Prius

Some three months ago we were reporting on Toyota’s new marketing campaign aimed at promoting the 2010 Prius. Titled Harmony, the campaign was trying to show to the public that, with the third-generation Prius, the Japanese carmaker has found the balance between man's needs and conserving nature.

Well, the Saatchi & Saatchi advertising agency usually does a great job, but if you looked at the Harmony TV commercial at that time, you would have been disappointed. What was Toyota’s marketing team thinking? We were even more amazed when we found out about their latest deed: a roadside display made up of thousands of living seasonal flowers, replicating the Prius.

The Floralscape is one of nine oversized floral designs that will appear alongside California freeways. The benefits that these floral murals will bring to Prius’ image remain under the question mark, but L.A.’s officials seem to be thrilled with the idea, as California-based businesses are contracted to install and maintain the Floralscapes.

Moreover, "Through this innovative partnership with Toyota, we are able to improve the look of freeway landscape, make necessary upgrades to aging or damaged irrigation systems, and save tax dollars," said Raja Mitwasi, Caltrans Chief Deputy District Director.

Several different designs have been developed and the displays will be changed and updated several times during the next four months. However, since federal regulations require that the Floralscapes be non-commercial in nature, abstract images of the new Prius will appear in different settings. Well, that doesn’t look that NON-commercial to us...
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