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Prodigy director Dael Oates has just completed the new Toyota Prius 'Look' campaign, which first aired on Sunday 19 July. The TVC was created in the achievement of the third generation Prius.

The campaign concept is a visual play on ‘can you see yourself driving a Prius?’

The first of six chapters in the TVC begins with a man in his late thirties standing at the traffic lights ready to cross the road.

The camera pulls back as the Toyota Prius pulls up at the lights beside him.

It sits there silently with the engine off. We see the man in the Prius is in fact the same man standing on the footpath.

The man on the footpath smooths his hair back and checks his phone, the driver of the Prius mirroring every move.

Flowing from one person to the next, the audience tracks the movement of the car using framing to accentuate the lines of the new design.

“The framing and composition quickly became integral to the success of the idea" comments Oates.

“Using just one fluid camera move always brings a unique energy to any piece’.

"We followed foreground action while keeping the Prius at the centre of the story. The commercial literally revolves around the Prius."

Credits:

Executive Creative Director: Steve Back

Client: Toyota

Copy Writer: Steve May

Agency: Saatchi & Saatchi, Sydney

Art Director: Eron Broughton

Production Company: PRODIGY

Agency Producer: Bill Doig

Director: Dael Oates

Group Business Director: Davin Power

Producer: Jonathan Samway

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