New Scion Spot Targets Youth Market
Wednesday, January 7th, 2009This video from an Adweek article – Scion Takes The Road Less Traveled shows the new creative Scion is taking to target the youth market.
The spots do not bow to the conventions that have made automotive advertising an exercise in beautifully photographed generica. The tC ad manipulates images of tricked-out Scion compacts in a digital mashup of color and synthesized beats. And in lieu of an A-list celebrity touting fuel efficiency and financing, the xB creative lets the car’s toaster-oven-with-headlights aesthetic speak for itself.
