Toyota Releases Official Campaign Teaser 'Heck on Wheels' Leading Up to Super Bowl 50

The All-New 2016 Prius Campaign to Launch on February 7 with Game Day Spot

TORRANCE, Calif., Feb. 4, 2016 — Today, Toyota unveiled the 90-second spot, “Heck on Wheels,” developed with agency of record, Saatchi & Saatchi LA, to highlight the unexpected features of the all-new Prius. The teaser touts the hybrid leader’s upgraded performance, fresh suite of safety technology features and sleek new styling.

Viewers will need to tune into the Big Game to learn how the #GoPriusGo hashtag may give them the chance to have their tweet featured in a live commercial airing in one of Toyota’s post-game spots.

On January 11, Toyota announced its return to the Super Bowl for the fifth consecutive year to introduce the 2016 Prius.

Fans can view the teaser prior to the Prius campaign launch on Sunday by visiting Toyota’s YouTube page.

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About Toyota
Toyota (NYSE:TM), the world's top automaker and creator of the Prius and the Mirai fuel cell vehicle, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands. Over the past 50 years, we’ve built more than 30 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 42,000 people (more than 33,000 in the U.S.). Toyota operates 1,800 North American dealerships (1,500 in the U.S. alone which sold almost 2.5 million cars and trucks in 2015) – and about 80 percent of all Toyota vehicles sold over the past 20 years are still on the road today.

Toyota partners with philanthropic organizations across the country, with a focus on education, safety and the environment. As part of this commitment, we share the company’s extensive know-how garnered from building great cars and trucks to help community organizations and other nonprofits expand their ability to do good.

Toyota Motor Sales, U.S.A.
Nick Ammazzalorso, Marketing Communications Manager
310.483.1035
[email protected]

Saatchi & Saatchi LA
Candice Dorsey, PR Supervisor
310-214-6033
[email protected]