Toyota’s newest hybrid vehicle, the Prius c, is now available for purchase at dealerships nationwide. The launch means that it is time for Toyota to roll out a new marketing campaign and that is exactly what the company has done. Toyota partnered with Saatchi & Saatchi LA for a fun new media campaign aimed at Generation Y, “The Game of LIFE with Prius c.”

Okay, I admit it, I absolutely love this campy commercial. I first saw the commercial on television and while I usually tune out the advertisements the catchy music caught my attention and I giggled along with the actors in the skit.

The combination of Toyota, Saatchi & Saatchi LA and Hasbro definitely make for a fun marketing campaign. The Game of LIFE is all about growing up, starting a career, buying a car, purchasing a new house and moving on with your life, exactly what today Gen Y-ers are doing.

“The Prius c campaign acknowledges the fact that buying a car is a big decision, as well as a new experience for many in this demographic,” said Bill Fay, group vice president, marketing, Toyota. “We wanted to give our customers something entertaining and engaging, yet familiar, they could identify with while introducing a vehicle to help them navigate this exciting new chapter in their lives.”

If you’re interested in learning more about Toyota’s newest hybrid, which comes with an estimated city fuel efficiency rating of 53 mpg, head on over to the Toyota Prius c web portal or visit your local Toyota dealership.

Toyota Prius c and the game of LIFE
Toyota partnered with Saatchi & Saatchi LA for its fun Prius c marketing campaign.