If you want a textbook example of how to create an engaging TV campaign that also beautifully demonstrates a single benefit, look no farther than Prius’ spots for the big game. The goal? To drive home the idea that a hybrid can still be fast. The strategy? Have bank robbers outrun the police…in a Prius. Then have the police resume the pursuit…in a Prius. So two spots focused on a single benefit, with the vehicle and the brand in the spotlight the entire time. (Okay…they couldn’t resist showing how quiet the Prius is by having it slip past the sleeping cops. But that was just extra credit.)
