The Prius is synonymous with hybrid vehicle. For two decades people bought it because it stood for something first, and as a car second. But with the introduction of gas-electrics and fully electric cars, Prius isn't the only choice for environmentally conscious people and we needed to reach out to an audience that buys the car first and the idea second. But for this audience, there was an additional hurdle. "Do I really want to be a Prius driver?" Many potential buyers were turned off by the stereotype of Prius owners as snobs and inconsiderate drivers.
Time to set the record straight. The vast majority of Prius drivers don’t fit the stereotype. Our spots portray these Prius drivers — regular people going about their lives in all sorts of ways with the Prius.
A day in the life of Prius