Toyota Film Curb Your Enthusiasm by Arc Los Angeles, Firestone

Adsarchive » Film » Toyota » Curb Your Enthusiasm

Curb Your Enthusiasm

Pin to Collection
Add a note
Industry Cars
Media Film
Market United States
Agency Arc Los Angeles
Agency Firestone
Released June 2011


One Show 2012
One Show Entertainment Television / Scripted series Gold

Credits & Description

Category: Best brand or product integration into an existing TV show or series
Advertiser: TOYOTA
Product/Service: PRIUS
Founder and President: Rob Donnell
Executive Producer: Mike Davis
Integration Producer: Jina Yu
Media placement: TV - TV - 2011

Campaign Description
The category is experiencing fundamental shifts in consumer behaviour with regard to anytime, all-the-time video entertainment. As the mobile, on-demand culture evolves and cheaper devices are more accessible, consumers will continue to drive demand for content, making it critical for brands to develop entertaining franchises. Increasingly, savvy consumers will determine what content is worthy of engaging with, while technology and the web will shape the opportunities. With that said, Branded Entertainment is anticipated to remain on a significant growth path as content migrates across all platforms, becoming the new norm.

In our realm, the category has flourished to become hyper-competitive, with limited opportunities and nominal degrees of restrictions (read as 'Wild West'). This space will not be defined as traditional advertising has been, over the past 60 years. Beyond renting audiences from media owners, brands now have the ability to assemble audiences themselves by producing and distributing creative content that is contextually and culturally relevant (read as 'Entertaining'). Instead of interrupting with out-of-context messages, brand narratives flow seamlessly throughout a cross-media content ecosystem. Resulting with consumers that are able to connect with a brand and engage in more compelling and complex ways than ever before.


Challenge: Pinpoint an about-to-be-hot series; work with producers and writers to develop lasting relationships while building equity for the brand within the show, season after season.

Objective: Cleverly integrate the brand into a show that strategically fits with its values, positioning and perception. Opportunity must be culturally and contextually relevant in ways that both enrich the story and the viewers’ brand experiences.

Strategy: Larry David, creator of 'Curb Your Enthusiasm', is an 'accidental' Prius ambassador of sorts. Larry likes Brand Arc and lucky for us, he likes Toyota Prius even more. The decision to partner with the show was no accident and an ideal match made in brand heaven. This was an opportunity to showcase the iconic vehicle in a truly engaging environment that cuts across comedy, embracing an edgy quality and cult fan following. We felt strongly that pairing the 2 trailblazers would add fuel to the already hot fan base of both parties.

Execution: Every brand desires to be part of the story in a spontaneous, unforced and natural way. If you’re well written into the script, there’s a genuine connection between the brand and the show. With 'Curb Your Enthusiasm', it is a genius connection. Larry has the unique ability to make the mundane and ordinary, extraordinary - all while driving his Prius. Therefore, as an extension of Larry’s character, Prius plays a pivotal role in how he's identified and influences how he relates and interacts in the world. Taking creative liberties from the show’s tone and theme, the team worked closely with producers to integrate Prius in clever and edgy ways (within the right context). The aim was to intensify Prius’ cultural relevancy and social currency by starring in a show that people relate to and watch religiously.

Comedy is a critical element to emotionally connecting brands with consumers. Partnering with a comedy series provided Toyota an ideal catalyst to create hilarious and unique story lines. In HBO’s, 'Curb Your Enthusiasm', characters are plagued by the antics of a well meaning but neurotic character and his wacky friends. Everyday situations are intensified and Toyota Prius is effortlessly intertwined into the story lines as a supporting cast member. The content connects viewers emotionally and realistically, taking the mundane in life, and spinning cautionary tales of a social assassin, eating chicken, the perils of dating and catching your neighbour's dog pooping on your lawn.

Larry and his Prius have been seen by over 150m viewers. An Emmy, a Golden Globe and a Prius. Prius has popped up frequently on the show for the past 8 seasons delivering, according to global measurement leader iTVX, significant media value and an ROI over 2,748%. This season averaged 1.5m viewers per episode. Now we know, during 'highly enjoyable’ programming, recognition, positive brand feelings and intent increase - not only did we provide (no pun intended) a vehicle for the action, but we left viewers with a smile on their face and just maybe, a new perspective of the things you can do in a Toyota Prius.