‘Heck on Wheels:’ Toyota’s musical Super Bowl ad teaser

Michael Wayland
The Detroit News

If Toyota’s Super Bowl 50 ad is anything like a teaser video released by the automaker Thursday, viewers can expect a hard-rocking, mild-mannered driver named Todd behind the wheel of a 2016 Prius.

Toyota will air the "Heck on Wheels" commercial for the all-new 2016 Prius during this year's Super Bowl.

The 100-second teaser, which could be an ad itself, features the cat-loving driver rocking out in the hybrid car as he sings about the how the Prius is “Heck on Wheels” — the title of the video.

“They can’t believe what their eyes have seen. ... It’s hybrid mayhem on the road,” Todd sings on his drive to the office.

“It’s heck on wheels. I just don’t give a dang.”

A description of the teaser hints that Toyota is planning to have social media play a role in its 90-second Super Bowl ad on Sunday.

“We’re talkin’ ’bout Heck on Wheels, people,” reads the YouTube description. “We’re also talking about getting you — yes, YOU — featured in a commercial on the day of the big game. Keep your eyes glued to #GoPriusGo on Twitter during the entire game this Sunday to get your chance to have your tweet seen by the entire football-loving world.”

Toyota is one 10 auto brands expected to air at least one ad during Super Bowl 50.

This year is the Japanese automaker’s fifth-consecutive year of Super Bowl advertising.


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