The plum task of unveiling the Toyota FCV—the automaker's entrée into the fuel cell car space—puts Droga5 into the automotive category for the first time.
Toyota's Scion has hired the Los Angeles office of WDCW to boost the brand's regional marketing efforts. The move comes after a review that began last fall and was led by procurement executives at Scion. Dentsu's Attik in San Francisco remains Scion's lead agency in the U.S.
Now competing against Kate Upton/DirecTV for crassest advertising of the week: the "Babes 'N' Donuts" spot below for Toyota's Scion iQ. What the brand thought: Women in bikinis sloshing each other with milk + fried-dough-auto-stunt pun = playful, clever sales pitch. What the universe thought: This is the tiny car for drooling man-pigs. The rest of the clips in the series—featuring bikers, cops, and dudes 'n' the aforementioned donuts (posted after the jump)—are slightly less tacky, and equally stupid.
Dentsu's decision to hand sister shop Attik the keys to its Los Angeles office illustrates the reality that no matter how big the Dentsu name is in Asia, it has little caché in the U.S.