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

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

4 hours ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

5 hours ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

5 hours ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.