Misaki Tsuchiyama
Sep 21, 2016

Toyota channels Basho in unusual music video for Prius

The haiku master would have chosen the car as his mode of transport, a song suggests.

Combining well-known brands with up-and-coming artists risks looking contrived, but Toyota's experiment with Japanese alternative pop group Wednesday Campanella, while unusual, at least presents the Prius in a refreshing new light for a Japanese audience. 

The futuristic video is an effort to encourage car-shy young adults to take a Prius for a test drive. It weaves frequent placements of the Toyota model into a song named after the celebrated 17th century poet Matsuo Basho.

The concept for the video is that the group test drives a Prius and concludes that Basho would have used the model for himself given the chance (and presumably a different birthdate). The model features in everything from a factory setting to lyrics naming the model’s parts and a scene of serenity inside the cabin during a test drive.

The Prius test drive campaign has taken other surprising directions through tie-ups with Lotte chewing gum and Blue Bottle Coffee.

Campaign’s view: The video is an imaginative way to showcase a test drive. It manages to integrate brand and pop culture with content that is appealing for both Prius and music fans.

This article originally appeared on Campaign Japan: プリウス、水曜日のカンパネラと試乗MVを制作

Campaign Japan

Related Articles

Just Published

4 hours ago

Mediabrands, R&CPMK launch tool to integrate brands ...

UpstreamPOP helps brands identify the next big TV show or feature film and helps them broker brand integration deals.

4 hours ago

Ogilvy PR ups Rahul Titus to new global role

Agency has promoted UK and EMEA head of influence to the new role of global head of influence.

4 hours ago

FleishmanHillard’s head of influence fuels outrage ...

TikTok creator Rob Mayhew posted a sketch on LinkedIn yesterday calling out the hypocrisy of agencies working with fossil fuel clients, which now has over 100,000 views.

4 hours ago

Indian athlete Dutee Chand and girlfriend wear ...

A campaign titled #WearYourPride was launched to encourage the LGBTQ+ community to stop running away from themselves and to celebrate equal rights for all genders.