Who said the Toyota Prius was dull? The company has hired the ubiquitous James Lipton, host and producer of the oft-parodied Inside the Actor's Studio TV show, to star in a Toyota Prius video campaign called, "What do you call more than one Prius?"
The stern-faced Lipton, who is dean emeritus of the Actors Studio Drama School at Pace University in New York City, could very well add some cache to the brand. And he does have a passion for transportation. Lipton, who was born in Detroit, Michigan, is a pilot and a member of the Aircraft Owners and Pilots Association.
The campaign, Prius Goes Plural, was launched during the Detroit Auto Show. As we reported from the show, Toyota is expanding the Prius lineup. Along with the third-gen Toyota Prius, they launched the larger Prius V (the one that fits your family, your dog and your beach gear). The Prius C compact hatchback and Prius Plug-In Hybrid are also coming in 2012.
So that get's back to the question. The plural of Prius is what? To address that, Prius has set up an online voting site that allows visitors to select their favorite plural of Prius. There are five options to choose from: Prius, Priuses, Prii, Prien and Prium. Interested? Visit toyota.com/priusfamily to vote for your favorite and watch James Lipton interview proponents of each option. For more fun with Prius–Priuses–Prium–whatever – visit the Toyota Prius Projects site: toyotapriusprojects.com.
The Prius Goes Plural campaign will conclude in late February with an announcement of the Prius plural on the last day of the Chicago Auto Show. The winning word will be used in future Toyota marketing campaigns.