I know half my ad dollars are wasted; I just don’t know which half…

Though it’s just a humdrum car commercial during SNL, it’s interesting that Toyota starts its Prius commercial with “unless you walk, bike, or fly everywhere … ” (you care about gas mileage). Great — unless you live in most of New York City. In fact, we do walk, bike, or fly* everywhere, if you include the train in flying.

It’s certainly reasonable to advertise the Prius in the NY Metro DMA, given the large population in outlying areas that is car-dependent. However, it might be reasonable to consider opening line ad copy that doesn’t instantly reinforce the fact that the product on offer is of little or no consequence to a significant segment of the viewership.

What do other NYC residents think?

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