In Brief

Toyota Prado's New Campaign plays with cartography in the digital era.

Google Maps has a power around our engagement with the world, often offering the first orientation that helps us decide how we get places. Recognizing the power of such a utility, Toyota Prado‘s new campaign seeks to re-invent our engagement with cartography by speculating and inventing new paths that use Google Streetview. While the ads subtly but effectively communicate the car’s prowess on different terrain, it simultaneously offers a critique on how Google shapes and limits/expands our orientation with the world.

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