Marketing Case study

An interesting car commercial that I have chosen to analyse and why it is working so well is that of a Toyota Prius. The reason I have chosen this commercial is because I believe it displays every aspect of Toyota's value proposition well. I want to start by telling you why this commercial is working really well. The car itself a Toyota Prius a very well known car in the United States known for its low fuel consumption but a slow car and also known for its docile owners(stereotype). This commercial aims to change it's bad image of the past while keeping the core values of the car the same. I think they did so by showing the viewers that it is now not only a very efficient car but also a fast one. This can be understood when the police find it unbelievable that they are chasing a Prius. The commercial also shows how efficient the car is by showing how far it goes. It also showed how nice Toyota owners are by placing a bag of cash for the owner of the vehicle by the Robbers. This commercial was played during Superbowl 50 in 2016 one of the most watched events in American television. Toyota's catch phrase is "lets go places" which is shown in the video by showing how far the Prius can travel without any problems. Toyota's value proposition is "Value and Efficiency" which is exemplified in the commercial in every aspect possible. This commercial is working very well because it keeps the viewers wanting to see more to know what happens next and it is also a funny advertisement which will be talked about a lot and through word of mouth it will spread even further. The commercial shows many new features of the car which are put in place very subtly through humor. Overall i think this advertisement was very successful because of its very unique approach to introducing a car and also because of the placement of the ad during the Superbowl when millions of Americans are watching TV.