June 25, 2003
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Oasis Breaks National Hybrid Synergy Drive Campaign For Toyota
High-Performance Technology with a Powerful Environmental Impact
New York, NY - Oasis, a
division of Dentsu, is launching a major corporate ad campaign on Monday
promoting Toyota's revolutionary Hybrid Synergy Driveģ powertrain system.
Hybrid Synergy Drive is a next generation hybrid system, which combines a
gasoline engine with an electric motor to dramatically improve vehicle
performance, while significantly reducing the fuel consumption and
National magazine, newspaper
and outdoor executions will capture the performance and environmental
enhancements of Hybrid Synergy Drive through surprising visual imagery. In
one ad, a car is painted with hot-rod "flames" which upon closer
inspection turn out to be leaves. In another, a car speeds past a tree
from which waves a checkered flag. Lines such as "Save the planet.
Faster." "More power. Naturally." and "Meaner.
Cleaner." drive the message home.
"Hybrid Synergy Drive is
a major advancement in automotive technology", said Marjorie Schussel
(Manager, Corporate Communications, Toyota Motor North America). "We
felt we needed a bold, head-turning campaign to let consumers know that
it's coming. With this campaign, Oasis presents a complicated piece of
technology with smart, simple, and compelling messages."
Paul Bernasconi, Creative
Director of Oasis added, "The challenge with this campaign was to
find ways to communicate the dual benefits of Hybrid Synergy Drive -
"performance" and "environment". Core to the
communication is the idea that consumers can drive an
environmentally-friendly hybrid without compromising the performance they
Hybrid Synergy Drive will be
launched this fall in the next generation Prius and later in the Lexus