Saatchi & Saatchi LA have teamed up with Strange Beast to create the beautiful new animated campaign for Toyota's hybrid vehicles
A photo-real car rolls through an animated world of lush forests, snow-capped mountains and quaint suburbs, and we're introduced, one by one, to the Prius Family.
"Let's Hum Hum Hum Hum Hum Hummm," goes the soundtrack, lyrics taken from the campaign's title, Hum – which, Strange Beast say, is the noise made by the Prius engine and also the sound we make when we're happy.
The ad journeys through the history of the Prius in a beautifully rendered virtual world, showcasing all four current models of the vehicle within the intricacies of Strange Beast's animation.
“It was a perfect opportunity to create a miniature world," Director Sam Mason says, "which is something Pete [Candeland, creative director] and I have always wanted to do.
"We worked by creating large scale miniature sets with an in-camera methodology, but entirely in CG. The incredible CG team were all at the top of their game and I’d like to think we were able to utilise everyone’s strengths and individual abilities.”
The full ad can be seen below: