Scion: It's Love or Loathing, No In-Between

In an ad for the Scion xB called Pendulum, Scion demonstrates -- quite startlingly -- that it does not give a damn what you think.

A smart position. Given the car's sheer ugliness (that pumpkin shade ain't helping either), the alternative -- whoring for acceptance -- would have been an uphill fight. Instead of trying to hide its blunt features, Scion makes them the main draw. And the ad suggests it isn't afraid of strong feelings, whatever they are.

Scion's agency ATTIK is great at generating emotions not normally associated with car ads. Scion's work, for example, always feels a little eerie and violent. When that first "He loves me..." drifted out of my speakers, I got chills.

(It was probably the kid's voice that did it. There's something endlessly creepy about using innocence to portray deviance.)

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Tags: attik, cars, scion, xb
Views: 1570

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