Toyota Prius: Deer

- fuel + life

Advertising Agency: Garnier BBDO, San José, Costa Rica
Creative Director: Tito Araya
Art Director: Sandro Rojas
Copywriter: Juan Luis Valerio
Illustrator: Sandro Rojas
Other additional credits: Pablo Rojas
Published: June 2008


Frits Harkema's picture
Frits Harkema
713 pencils

This deer is lost.

Cris's picture
47 pencils

nice art direction

amburel's picture
44 pencils

I'm getting lost with these. The animals are being strangled? Please explain, nicely if you can.

jazarah's picture
1262 pencils

didn't really get it, the more oil we get out of earth, the more life there will be on the ground?

brain123's picture
830 pencils

You read it the wrong way. You have to include the minus and plus signs.

- fuel + life = ( less fuel, more life )

PRIUS is a hybrid car, so it makes perfect sense.

amburel's picture
44 pencils

This ad still fails with me. It's not clear right away and even after reading and re-reading what you wrote, it still isn't clear. I understand what you're saying, but I can't see how that translates into the ad. The image is just too awkward and negative appearing and that's too hard to overcome.

The only connection I can make with the negative and positive mentions, plus the color scheme and harsh line, is that it looks like a battery. It's the Duracell color scheme. So that part makes sense - but it seems accidental, since the other variations use off-colors.

efox5's picture
85 pencils

Excellent ad!

rodrigoplant's picture
53 pencils

So, the rope is white (life). Will the deer be free without oil?

Guest's picture

The oil rig's long pipe (white line) transitions into a noose to hang the deer.
The deer represents nature, earth, wildlife.

Thus.. demand for fuel destroys nature.

Thus.. less fuel (Prius is a hybrid) equals more life.

As in, call to action, save the wildlife, buy a Prius.

C'mon people.

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