Toyota turns up the metal for Prius Super Bowl ad

The "badass" hybrid is "Heck on Wheels" in its first game spot in 11 years

The Toyota Prius is making its first Super Bowl appearance in over a decade and it’s all about the "badass" ride. Yes, the energy-efficient hybrid now also has a heavy metal edge — and its very own rock anthem, "Heck on Wheels."

In a comical 90-second spot from Saatchi & Saatchi LA, an average suburban man gets ready for another dull day at the office, but once he’s behind the wheel all "heck" breaks loose as he tears through town, singing about the car, how it handles, and how it makes him feel.

"When I’m on the road, feelin’ bad and bold, it’s the only time I feel alive," he sings, as onlookers join in. Of course, he also sings about the new Prius’ energy efficiency. "It goes a bunch of friggin' miles on so little gas."

The spot ends with him making a rubber-burning entrance into the parking lot, where his officemates join him in a full-on hair-swinging choreographed close, complete with a Gibson Flying V and keytar.

To create the "hybrid mayhem on the road," Saatchi worked with Park Pictures directing duo Terri Timely and Butter Music + Sound.

A Twitter campaign gives viewers who use the #GoPriusGo hashtag during the game a chance to have their Twitter post featured in a post-game live Toyota commercial.

Toyota’s hybrid Prius, which has been touted as one of the most energy-efficient vehicles available, made its U.S. debut in 2000. The last Super Bowl Prius spot aired on the 2005 game and was the much more subdued "Standstill."


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