In an effort to reach out to “Generation Y” with the Toyota Prius c, Toyota has launched a new ad campaign. The new Prius c campaign, was themed on Hasbro’s board game, the Game of Life.

Toyota hopes the new campaign will target consumers that are in the “entry-phase” of their career and family choices, and are looking for a stylish and affordable way to transport themselves around town.

The ad campaign can be found online on YouTube, Facebook, Hype Machine, Pandora and Hulu. For those in the US, it will also be on Television. The first of the videos, “Malti-poo,” will premier on March 12 on television, followed on March 19 by another named “Dolphin Tattoo”.

The Prius c is already on sale, and reports found online suggest lots of people are excited by the car, and that it’s selling quickly.

According to Toyota, the Prius c has the highest fuel efficiency, in kilometers/litre, of any car that does not have a plug.


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