If you take a moment to check out Ford U.S.A.'s recent press releases on the new C-MAX Hybrid and C-MAX Energi plug-in hybrid, you will notice that the Blue Oval always finds some room to insert a reference or two…or three to Toyota's rivaling Prius V minivan, be that for its fuel economy numbers, pricing or features.
In Ford's latest release, the word "Prius" appears…15 times, but that's to be expected since the automaker is bumping the challenge to the next level by launching a new campaign to "establish C-MAX Hybrid and C-MAX Energi plug-in hybrid as better, more fuel-efficient hybrid alternatives to Toyota Prius V".
The campaign kicks off with two commercials inspired by the classic Italian animated series "La Linea" or "The Line" created by cartoonist Osvaldo Cavandoli.
“The ‘La Linea’ C-MAX Hybrid ads are simple, unique spots that will introduce our first all-hybrid line in North America to Americans by hand-drawing the vehicle’s silhouette and showing how it beats Prius v, especially in fuel economy,” said Matt VanDyke, director, U.S. Marketing Communications, Ford Motor Company.
“We also are targeting customers who have been sitting on the hybrid fence by showing how the new C-MAX Hybrid offers the value, performance and technology they previously thought had to be sacrificed for efficiency.”
Catch a first glimpse of Ford's two new ads in the videos after the break.