Copy: TOYOTA PRIUS, with rear view camera.
This campaign gives us the unique perspective from the Toyota's watchful rear eye. What you see on the Prius rear view TV can be the difference between life and death, so the ad implies. The "As seen on TV" starburst seems a bit of a misdirection at first, but the ad comes around nicely after a moment and the power of the message hits home. Interesting work by Saatchi & Saatchi, Sydney. So interesting in fact that it took home a silver lion this year at Cannes.