It may be one of the more bizarre creative executions ever in television advertising. The Toyota Prius “Harmony” commercial evokes memories of the Land of Oz with its use of people as metaphors of nature.
A white Prius drives the countryside. As it moves through the scenery, the sky brightens, grasses shimmer, and plants, flowers and trees blossom and presumably breathe easier - along with the butterflies - thanks to the environment-friendly Prius. The water flows clearer and the sky is a vibrant blue, all due to the cleaner emissions from the Prius tailpipe.
The visuals are striking. You can clearly see the link between humans and nature with the use of human beings (many appear to be children, and what is more precious than a child) outfitted as grass, plants, flowers, trees, butterflies, clouds and even the sun. The message is driven home: humans and nature are one and the same when it comes to the environment. We are all dependent on clean air, water and earth to thrive.
The song “Let Your Love Flow”, a #1 hit by the Bellamy Brothers back in the year of the U.S. bicentennial, is an inspired choice. It is performed by Petra Haden. Lifted from a Toyota tweet: She sings it acapella; every sound you hear, even the instruments are her.
The lyrics in this wonderful song impart a powerful message Toyota wisely wants associated with the Prius: if you let your love bind you to all living things, you’ll choose the Toyota Prius and help Mother Nature breathe easier.
“You get more power, and more space. The world gets fewer smog-forming emissions. The third generation Prius. It’s harmony between man, nature and machine.”
Have you, or will you purchase a Prius and let your cash, I mean, love flow to Toyota?