Toyota Motor has been accused of falling behind on innovation, offering few fully electric cars, while competitors offer many. In this campaign, the Prius is once again innovative, harkening back to the use of the original 1990’s campaign: Today, Tomorrow, Toyota. This new campaign argues that the Prius is amazingly economical, and a great choice for those who can’t yet buy an EV.

Purpose: inform consumers that Prius is innovative and good-looking in a social media friendly way.

Execution: 1x1 ratio, short copy, big images

“Innovation distinguishes between a leader and a follower.”

-Steve Jobs