Toyota will take an interesting tack with its new Prius campaign, focusing more on the car's overall performance and not so much on the environmental "savings" that come with owning the vehicle.  It's curious, considering what the car's main selling point has been - or at least it's most conversed about point. 

Then again, perhaps pointing out that, no matter what, it's still a car at the end of the day is the easiest way to mainstream the vehicle.