Toyota’s new Super Bowl ad for the 2016 Prius is trying really, really hard, and maybe that’s the point. The terminally uncool hybrid hatchback gets its own original song for the commercial, titled “Heck on Wheels,” and even goes sideways for a bit and evades the police (sort of).
Sung enthusiastically by Todd, a Prius owner with a 9-to-5 job, the song is a guitar-laced rock tune that takes aim at gas guzzlers and accentuates the fourth-generation Prius’ impressive efficiency and new features. Forward-collision warning helps Todd avoid some singing ducks without spilling his tea, and its unassuming profile mean that “Johnny Law” passes him right by. We had quite an eye-roll during the shot of the Prius powersliding as Todd belts out that it “corners like a boomerang,” but the keytar player near the end helped make up for it.
Two More Hyundai Ads
Hyundai brought out a bit more star power for its new spot featuring the Genesis luxury sedan (not yet rebadged as a Genesis G80) and actor and comedian Kevin Hart. Joining Hyundai’s other ad starring Ryan Reynolds and the 2017 Elantra, this commercial shows how the Blue Link car finder feature helps Hart’s character stalk his teenage daughter when she goes on a first date in the Genesis.
Hyundai, which became the official sponsor of the NFL last year, will also show a third commercial during the Super Bowl pre-game called “Better” that shows a young boy growing into a Hyundai designer as a voice-over states the tagline, “Better is the engine that drives us.”