Toyota Touts New Prius as “Heck on Wheels” in Super Bowl Ad

Toyota has always been a fan of backup dancers and silly songs to promote its vehicles, and for its Super Bowl commercial, the automaker once again went down that route to showcase the all-new 2016 Toyota Prius.

The new campaign, “Heck on Wheels,” will launch during the big game, and mark the fifth consecutive year that Toyota has advertised during the Super Bowl. This is the first time since 2005, however, that the automaker has featured the Prius in its big game ad. The new commercial highlights aspects of the new Toyota Prius, including its new look, and what the automaker believes to be unexpected features, like upgraded performance and safety features.

Saatchi & Saatchi LA developed the new ad campaign, complete with an original song and finale with backup dancers. The lyrics have a comedic edge, keeping in tune with other Super Bowl spots, but we don’t know if we’d agree that “a Prius could feel so badass.”

As part of the new campaign, Toyota will also give viewers a chance to have their tweets air after the game. Using #GoPriusGo, viewers can send in their tweets during the game, and afterwards, the automaker will feature a handful of tweets during a live commercial during a Toyota post-game spot.

Check out Toyota’s “Heck on Wheels” below before it airs this Sunday during Super Bowl 50.

Source: Toyota

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