• October 31, 2011

Toyota is rolling out its third model bearing the Prius nameplate, and touting the vehicle as a versatile vehicle for Gen X.

The TV, print, out of home and iPad campaign via Saatchi & Saatchi LA talks up the vehicle's virtues for those who are always active and who need a vehicle that doesn't disconnect them from the cloud.

The campaign talks both about vehicle features, particularly cargo space, and its connectivity vehicle telematic technology. National ads take viewers through a day in the life of an owner. In one spot, "More Connected," the hatch of the Prius v is a portal to a possibilities.

The second spot is all about high fuel efficiency makes Prius a chariot of destination possibilities. Toyota is partnering with Yahoo! to do iPad campaign featuring interactive ads that lets users manipulate photography and time sequence videos.

"The entire campaign embraces consumers' sense of adventure, while being smart and 'high-tech' enough to appeal to their senses on a variety of different levels," said Chris Adams, executive creative director at Saatchi & Saatchi LA, in a statement.