Scion is launching a 30-second commercial for the tC on late-night TV. The spot maintains the Toyota brand's appeal to young buyers who customize vehicles.
"Our strategy is to communicate that Scion supports personal expression through accessorization," says Deborah Senior, Scion's national marketing and communications manager.
"We felt these spots were something of a tribute to our owners and the amazing things they have done" modifying their vehicles, Senior told Automotive News.
The spot combines animation and live action to portray the transformation of a tC. Orange traffic cones unwind into ribbons and create a neon exterior. The vehicle acquires rear spoiler fins after it stops for a red light in front of a store with a shark tank.