Prius c Ad Campaign Based On Game of Life

March 14, 2012

The value proposition offered by the $18,950-and-up Prius c can be interpreted in a number of ways, including, according to its maker, through a sort of post-modern, aspiring yuppie sensibility believed to be held by its targeted demographic.

Generation Y buyers who are expected to be lured by its 53 mpg city/46mpg highway plus optional connectivity and cute styling may not spring for the somewhat higher priced Liftback, but Toyota’s marketers think they might tune in on a contrived board game called the Game of Life.

Of the new ads reportedly done in conjunction with Hasbro, AutoGuide said it applauds the Japanese automaker for realizing the same old sales tactics just don’t cut it with the newer generations.

As much was more or less said by Toyota.

“The Prius c campaign acknowledges the fact that buying a car is a big decision, as well as a new experience for many in this demographic,” said Bill Fay, group vice president, marketing, Toyota. “We wanted to give our customers something entertaining and engaging, yet familiar, they could identify with while introducing a vehicle to help them navigate this exciting new chapter in their lives.”

The Game of Life will also be incorporated into interactive digital elements for apps and other social media sites, not to mention the usual TV commercials as Toyota attempts to share the love.

We’ll add the value represented by the new car now selling hotter than iPads in Japan will probably still be evaluated by older generations using the usual mix of subjective and objective criteria.

This Game of Life series is aiming at today’s elusive, sometimes disenfranchised and used-to-being-pitched generation of first time buyers. It’s still an attempt at the age-old endeavor of selling, albeit repackaged and pretending not to be so much and hoping to set people at ease at the thought of a shiny new Prius c.

What do you think?


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  • David

    Interesting “Game of Life” commercial, but think LIFE board game is more related to, and played by, an older demographic like me, almost 60!. I don’t think the younger demographic target will relate to LIFE and board games, but I personally love, love love the mileage, techy features and sporty look of the C. I think the Prius C may be the Coolest, affordable Commuter car, while the Prius V is the new “Mommy Van”, replacing a lot of gas guzzling SUVs.

  • MikeTheGeek

    This commercial is hilarious. It seems to be making fun of the people who would buy these cars. I’m glad I bought one a few days ago before I saw this. Back then, I thought it was an engineering marvel and a genuine bargain, instead of some hipster fantasy. I’m 35, steering away from sushi when I can, and trying to figure out how to skimp on vet bills. Maybe I’m the guy on the left. Does he vote libertarian, have a handgun carry permit, ride a motorcycle, and teach his kids how to weld? I think so. I’ll just assume that’s the case.

    It’s an amazing car. Everyone should drive one. Cleaner air for all and cash in your pockets just to get started. It is a very capable commuter to boot. The only negative I can think of is that I can’t say I ride a motorcycle to save on gas anymore. Electric bike required

  • Blonda

    Game of Life is a great marketing tool! I think the company will sell a lot more because of this!
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  • Juan

    Worst commercials ever.

    I own a Prius and based on these commercials I would never buy one.

    Game of Life? Who plays board games any more?

    Who is that guy? Awful

  • Delaney Marylou

    The Prius is outdoing the Hummer in ecology accident and you alarm me “retard”. The Prius has 2 engines and abounding batteries. The bulb that is the antecedent of all the nickel begin in a Prius batteries has been dubbed the Superstack. Toyota purchases 1,000 bags of nickel annually.cool math games Plague-factory has advance sulfur dioxide beyond arctic Ontario, acceptable every ecology nightmare. The acerbic rain about Sudbury was so bad it destroyed all the plants and the clay slid down off the hillside.

  • jones22

    I think there is so much that you can get from this ad campaign. I am so happy to see that they are offering this. Keep up the good work on this. marine radar tracker

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