Toyota Prius: "DIRECT MAIL" Radio ad by Saatchi & Saatchi New Zealand

Advertising Agency: SAATCHI & SAATCHI NZ, NEW ZEALAND, Auckland
Executive Creative Director: Mike O'sullivan
Creative Director: Luke Chess
Creative Director: Luke Chess
Agency Producer: Vicky Rhedey
Account Supervisor: Group Account Director: Mark Cochrane
Producer: Vicky Rhedey
Sound Engineer: David Liversidge
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
FVO: The following is a personally addressed advertising letter. It's shaped like a car.
One side is the profile photograph of the car printed all the way to the edge. It has printed snail trails on it, as though snails in the mailbox have been crawling on it.
When you flip it over, there is a space for people's addresses on the top left and just below that is a black headline that says: 'Loved by nature'.
There's a few lines of writing below, which are stacked so they line up with the headline. They read as follows:
'And with half the emissions of the standard car, you will too.
Call your local dealer today for a test drive.'
ANN: An advertising mail out takes 1,700,000 joules of energy to make. A radio ad takes 60.
Toyota Prius. Always conserving.
Brief Explanation
Toyota wanted to communicate to the public their ongoing commitment toward sustainability and resource conservation. But how do you communicate to people without using energy? We decided to work out how many joules of energy were involved in each form of communication. With the help of a MIT graduate, an engineer, radio transmission services, Fletcher pulp and paper makers and print manufactures we calculated that a newspaper ad has 11,000,000 KJs Billboard had 71,000 a DM has 1,700,000 and a radio ad has 60. So instead of doing a DM, a newspaper ad and a billboard we read them out over the radio.