Saatchi & Saatchi/LA busts out with “Harmony,” a wee bit of weirdness in which a Toyota Prius drives leisurely through a dormant landscape and sets it blooming — not just with flowers and and trees, but with what appear to be Munchkins.
The human plantlife jives easily enough with the Prius’ market position as the trendy eco-lover’s car of choice, but things didn’t really come together until tagline time: “The third-generation Prius. It’s harmony between man, nature and machine.”
Then it was like, Okay, if you really wanted to go there, you may as well have used living plant people that also had machine gun arms, or manual gears instead of legs, or possibly steering wheels for heads.
But that’s just us being stubbornly literal out of boredom. The ad’s pretty to watch and appealing in its simplicity. It’s potentially also endlessly watchable, because it stirs a few superficial feelings before disappearing on the palate, which is all the criteria a car commercial needs to meet, anyway.
