Toyota Film, Digital PRIUS GOES PLURAL INTRO WEB VIDEO by Saatchi & Saatchi Los Angeles

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market United States
Agency Saatchi & Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Todd St. John, Ryan Jacobs
Designer Zach Richter
Producer Brigid Boyle
Account Supervisor Keith Ellis
Released January 2011


Cannes Lions 2011
Cyber lions Best Copywriting Gold

Credits & Description

Category: Best Copywriting
Product/Service: TOYOTA PRIUS
Date of First Appearance: Jan 10 2011
Entry URL:
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Ryan Jacobs (Saatchi & Saatchi LA)
Associate Creative Director/Copywriter: Andy Kadin (Saatchi & Saatchi LA)
Associate Creative Director/Copywriter: Nathan Dills (Saatchi & Saatchi LA)
Associate Creative Director/Art Director: Matt Titone (Saatchi & Saatchi LA)
Designer: Zach Richter (Saatchi & Saatchi LA)
Director of Integrated Production/Multimedia: Tanya LeSieur (Saatchi & Saatchi LA)
Executive of Integrated Producer: Melissa Eccles (Saatchi & Saatchi LA)
Senior Broadcast Producer: Kait Boehm (Saatchi & Saatchi LA)
Associate Producer: Charlie Maas (Saatchi & Saatchi LA)
Project Manager: Alexis Ross (Saatchi & Saatchi LA)
Account Supervisor: Keith Ellis (Saatchi & Saatchi LA)
Account Executive: Nicole Buckley (Saatchi & Saatchi LA)
Planning: Sara Bamossy (Saatchi & Saatchi LA)
Animation Company: (Hunter Gatherer)
Producer: Brigid Boyle (Hunter Gatherer)
Creative Director: Todd St. John (Hunter Gatherer)
Music: (Skyrmish)
Sound Design: Sam Casas (Lime Studios)
Mix: Sam Casas (Lime Studios)
Business Affairs Manager: Krista Horn (Saatchi & Saatchi LA)
English Synopsis
The Toyota Prius is becoming a family. But what do we call them. Prii? Priuses? Prium? Who knows?
To dive deep into the nature of the plural, we created an educational music video. The piece familiarized our audience with the complex nature of plurals, the plural of Prius being the subject great debate. With this piece as a kick off, we opened up the digital ballot boxes for our Prius fans to determine that official plural of Prius.