In an effort to evangelize the use of hybrid vehicles and elevate Toyota’s standing as a hybrid technology leader, Toyota Motor Europe has partnered with leading media agency The & Partnership to bring new digital content focused on educating Toyota’s European customers.

The campaign by The & Partnership will feature a mix of TV, print, outdoor, and movie theater ads to debut in France, Italy, and Sweden this month before breaking into Germany and France in October. Called ‘We Choose Hybrid,’ the message is to position hybrid technology as applicable to all consumers, not environmental specialists or ‘tree huggers,’ as the agency has described, according to More About Advertising.

In all, over 150 brand, product, and educationally focused digital content pieces will focus on educating consumers on the benefits of hybrid technology and reasons why it shouldn’t be shied away from. Popular content will include information on specific hybrid models.

All signs point to an empowering and progressive message. In one of its first videos (below), the narrator cites 10 million hybrid drivers located “in the country, in the city, heading for work, and moving forward,” while positioning hybrid as a consumer choice backed by a desire for power, beauty, and progress. The video ends with the ‘We Choose Hybrid’ tagline.

“At Toyota, we are proud to be world leaders in hybrid technology – with a growing customer-base of ten million Toyota Hybrid drivers” said Dario Giustini, Toyota Motor Europe senior manager of brand and communications. “We wanted a progressive, customer-centric, communications campaign – aiming to inform and educate as well as driving awareness of our market-leading range of seven hybrid models. We hope our ‘We Choose Hybrid’ platform will inspire many more people to join this rapidly growing movement.”