Toyota Motor of North America has launched the largest corporate image advertising campaign in its history. The campaign could be an attempt to counter recent bad press from environmental groups.

Toyota has been attacked for opposing stricter emissions controls and has recently been removed from Consumer Reports’ list of recommended vehicles.

In one TV commercial, backpackers set in a wilderness setting build a Toyota Prius out of all natural materials from the area. The ad then uses time-lapse photography to show the car decomposing back into the earth.

Watch the full video at Ad Age

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