Creative > Ad of the Day

Ad of the Day

Scion "United"



Brand: Toyota Cars & Trucks
Agency: Attik
Review Date: July 25, 2008

"United by Individuality," the new tagline created by Attik for a major integrated campaign for the Toyota Scion, has at its core an oxymoron and puzzle. Indeed, if the big thing now is for top brands to market "personalization" and "individuality" (as Coke, Nike, and Starbucks are doing, to name a few) how individual can any of these mass maneuvers really be?

Well, in the case of the Scion, a vehicle boasting an ugly boxy base that only an owner could love, the possibilities are apparently endless. In May, for an event that sounds like Burning Man meets Pimp My Ride, hundreds of Scion owners and their guests gathered in the Nevada desert for a "Scion United" happening.

More than 300 individualized cars -- "from mild to wild" modified xAs, xBs, tCs and xDs -- were documented for photo and film.

The result is a 60-second spot, but also an embarrassment of print that will run in targeted magazines in September. That work includes a gatefold and a poster. The latter on one side features an aerial shot of almost 200 vehicles in the desert while the reverse (my favorite) shows side-by-side profiles of 100 different individualized cars. For example, Jesus emblazoned his car with green palm-tree-like graphics, while Susan painted her bumper pink.

Boxes within boxes within boxes, the ad is delightful to behold -- as if the Scions are a series of Matchbox cars. While uber modern, it also conjures some nostalgia for the car ads that ran in Life magazine 40 years ago.

Also in production for the September issue of Tokion: Each subscriber's name imprinted on a Scion will be part of the cover art. Now that's personal entertainment. --Barbara Lippert

View Credits

Overall rating:
(4.78 ) Perfect

9 Comments
  • 1. ChelsDS comments:
    September 22, 2009

    I'm the only silver xD in the ad! :)


  • 2. Answer Blip Trivia comments:
    June 22, 2009

    This is a pretty cool commercial, it definitely separates scion commercials from the other car spots. http://www.answerblip.com/educational-information-facts-and-trivia


  • 3. Katie055 comments:
    October 10, 2008

    I love this commercial and I love the Scions. No only is affordable for the young people but it last a long time with good care because it has a toyota engine. You guys dont see beyond your eyes. Just because its different, it has a different design you have to hate it..


  • 4. my tank!!! comments:
    August 19, 2008

    my car is on the poster!!! and the commercial!!! this is so cool!!!! my xD is the one next to "Jesus emblazoned car with green palm-tree-like graphics" i love scion!!!!


  • 5. suzie comments:
    August 12, 2008

    My Xb is in the commercial ad but I am probably the only one that recognizes it because a mom always knows their child! It is also in the print ad (not the one above) and is easy to find then. Scion really knows how to build a customer base. Because of their event we bought a 2nd generation Xb. It is easy to be loyal to a great company.


  • 6. ketchup comments:
    July 29, 2008

    i love the poster/chart. its great that scion appreciates the owners. i've never heard of any other "brands" that did anything of this caliber. shameless plug(from left to right)my ride is the black xb with red wheels on the 5th row & 4th car from the top. :D thanks scion!


  • 7. nyte_ryder comments:
    July 28, 2008

    My xB was 10 seconds into the commercial ad that was awesome to see....Also it was a great event to be part of and thats why everyone needs a scion haha.....just a bummer that I dont see my xB in the chart above :-(


  • 8. tikigirl comments:
    July 28, 2008

    My Scion xB was also part of the ad campaign. I have to say Scion gives so much back to the owners of their vehicles....it is unheard of. I just bought my second scion and everyone in my family has one. The will take over the world :)


  • 9. DriverLost comments:
    July 26, 2008

    My Scion was one of them used in the creation of this ad campaign. It was very cool, and different to be part of something like this. Coming from years of thankless support to Volkswagen, it is a real nice change to be with a car company that has so much support for its enthusiast. Check out www.scikotics.com for more Scion related discussions.


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