Toyota Prius: Myth

Advertising Agency: Y&R Peru
Executive Creative Director: Flavio Pantigoso
Copywriters: Flavio Pantigoso, Jorge Soto
Art Directors: Christian Sánchez, Christopher Graham
Production Assistant: Daniela Dañino
Photography: Luis Felipe Soto
Digital Artist: David Vega
Account Director: Eduardo Grisolle
Account Supervisor: Mariella Vélez
Account Executive: Aldo Gabilondo

38 comments

Guest's picture
Guest

Idea is not bad - but Photoshop work is extremely bad.

Guest's picture
Guest

just could be better

shahidali's picture
shahidali
4067 pencils

like the copy!

shahid

Guest's picture
Guest

Sorry dude you missed the grammatical boo boo

Guest's picture
Guest

Hay un error de perspectiva en la foto muy evidente. Aún así la idea no es mala.

Guest's picture
Guest

cuál error?

Mosaddaq's picture
Mosaddaq
71 pencils

not that much .

impossible is nothing !

Mosaddaq's picture
Mosaddaq
71 pencils

not that much .

impossible is nothing !

Guest's picture
Guest

Segun el Auto, el horizonte de la foto esta muy alto. Por ahi se cae la ejecucion. Aun asi la idea esta buena!

Guest's picture
Guest

totalmente de acuerdo, deberia verse el auto desde mucho mas arriba, pero esta bien el esfuerzo

Guest's picture
Guest

Is it just me or shouldn't it say "At last [A] hybrid that isn't just a myth", instead of "At last [AN] hybrid that isn't just a myth"? Grammatical errors like these are just inexcusable for an ad agency.

Guest's picture
Guest

You're right....

ricklongo's picture
ricklongo
1244 pencils

It's a translation. This is obviously not the copy that ran in the actual ad.

Guest's picture
Guest

Actually it could be argued they are just a little behind the times. Use of an 'a' or 'an' depends on whether the following consonant is aspirated or not, not simply on whether the following letter is a consonant or a vowel.

If they have an old grammar textbook, it may have told them to use 'an'. There was a minor controversy about 25 years ago when TIME mag ran a front page headline 'A historic achievement.' 'Purists' argued that it should be 'An'. The editor's position was it should only be 'an' if you pronounced it 'an 'istoric achievement', which would have once been correct in proper English upper class circles. Nowadays, we tend to pronounce the 'h', pretty much all over the world.

So if they feel that 'hybrid' is best pronounced 'eyebrid', then the 'an' is correct. Not wrong as such, but rather old-fashioned. Arguably they know more about grammar than most of the posters here. Which is not saying much.

And it works the other way too btw, such as in 'A once in a lifetime opportunity'. No native speaker would say or write 'An once in a lifetime...' b/c the 'once' is pronounced 'wunce', with a consonant sound.

everartz's picture
everartz
7611 pencils

holy shit the photoshop work is awesome!!!

| Everartz |

Jesterbrand's picture
Jesterbrand
142 pencils

yeah, what's with the comment about it being bad? I thought they did a pretty good job actually.

iT-iS-i's picture
iT-iS-i
1721 pencils

agreed, except for that half man half griffin birdie 'ma-thing perched there on the tree.

:: Put your ears against the ground so i can walk over what you heard::

Guest's picture
Guest

in olden day english, an would be written before letter h, for eg. An historic, an hysteric, an hybrid etc. Here, i feel an hybrid has been written in purpose to go along with the fairytalesque image

alexander_bickov's picture
alexander_bickov
3279 pencils

Antic idea :0

Guest's picture
Guest

I personally believe the idea is a bit confusing to get in the first plane - not so clear message

SoCH_TO's picture
SoCH_TO
955 pencils

good work man

Live with Passion

Guest's picture
Guest

If you're hating the Photoshop, go back to art school, or better a real art school. If you're confused, go back to 2nd grade. But, planned or not, there's no way they should use "an." Most people don't know old English.

Zeus's picture
Zeus
912 pencils

that car looks like a honda civic

Deanoelsch's picture
Deanoelsch
7 pencils

Should be "a hybrid". You would use "an" if pronouncing the letter H, as in "the word begins with an H" as the phonetic pronunciation of H begins with an A. Similarly you would say AN AGE. But for hybrid where phonetically it is not pronounced with a vowel, it's definitely "a hybrid". No one would say an horse or an height.

Guest's picture
Guest

Plenty of cockneys would say "an 'orse" or "what an 'eight 'e reached." It just depends on whether you aspirate the 'h'.

In this case, I would always aspirate the 'h' in 'hybrid'. So yes, i would make it 'a hybrid', but pronunciation varies across the world.

helldog's picture
helldog
56 pencils

muy buen arte, y el copy cierra muy bien, felicitaciones

Blashyrkh's picture
Blashyrkh
32730 pencils

Very nice photoshop. And yes, true, there's a little problem with the car perspective.

Guest's picture
Guest

Good for Peru, regular for the world

Guest's picture
Guest

what is good for Peru is excellent for the world

Guest's picture
Guest

El concepto esta lindo, un poco básico, pero me parece pertinente para el Prius, creo que al target le llegan este tipo de avisos, que aunque no son la panacea creativa si van un poco mas lejos del aviso de medio pelo. Ya el arte se le pueden encontrar muchos defectos, pero creo que en terminos generales esta muy bien logrado.

jonybeta's picture
jonybeta
364 pencils

El concepto esta lindo, un poco básico, pero me parece pertinente para el Prius, creo que al target le llegan este tipo de avisos, que aunque no son la panacea creativa si van un poco más lejos del aviso de medio pelo. Ya el arte se le pueden encontrar muchos defectos, pero creo que en terminos generales esta muy bien logrado.

Jonathan Betancur
rockvertising.com
twitter.com/jonybeta

Guest's picture
Guest

i agree. good idea killed by bad execution. the perspective view alone is disturbing.

Guest's picture
Guest

ummm, supongo que quizá el minotauro esta sobre una elevacion del terreno y el paisaje desde el horizonte esta en bajada como en una colina, no creo que algo tan evidente no haya sido considerado

Guest's picture
Guest

there is a big problem with the perspective.

Guest's picture
Guest

Sirena en un río?.... ay... flavio, ya pues

Guest's picture
Guest

Jorge Soto, eres hermano de Gaston?

nilton_pereyra's picture
nilton_pereyra
18 pencils

muy forzado!!!

its ok folks

Hiperion's picture
Hiperion
3138 pencils

Este aviso es de 2009? Parece del 92...

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