Scion xA
Year: 2006
Ad Agency: ATTIK
Q & A
I really enjoy this commercial because it is visually and audibly stimulating. There are fast, bright, colorful animations and a noticeably catchy hip-hop beat in the background. These kinds of things grab my attention because shiny lights, especially with animations, easily amuse me. The lights and sounds are all part of the larger picture though; it’s the small things that really bring this advertisement to life. They use pieces of the city and bring them to life and make them a part of the car, and vice versa. Some of the most notables are when the car is in the alley and the alley becomes the graphics on the car, or when the tread from the tire becomes the city, how about when the sewer cap becomes the new wheels for the car, and my favorite part, when the pedestrian sign comes to life and jumps in the car and gives it a glow. It’s definitely not something I’m proud to admit but I’m pretty sure that everything that makes the commercial memorable for me is also everything that is “puffery,” or exaggerated. Everything that happens either to the city or to the car actually can’t happen, or at least the way Scion depicts it happening. A car can have graphics put on it, however it can’t have graphics magically put on it by driving into a dark alley and elements from the alley taking shape on the car. Just as tire tread can’t become a city. So in essence without puffery this commercial becomes dull. Thus can beg to question what is Scion “trying to sell here?” Scion is selling more than just their car. They are selling the opportunity to create your own car. Scion is marketing individuality through their product. Create the car you want and we’ll give it to you. “We want your customization to be endless,” that’s what they’re trying to say. The placement of the ad was normally on MTV or during sports programs, so the target market was a typical male 18-24. I believe they were targeting the “mod” scene crowd, the “Fast and the Furious” folk. Everything about the ad was appealing to the targets because it had crazy modern visuals (art) and a kickin’ beat. And lastly, I did buy this product, however I bought it before I saw the commercial. The commercial just made me even happier with my purchase. I bought it because of the endless possibilities I had with the car.
On a side note, I no longer have my car. I was deeply saddened the night I lost it.
However once I get money I plan on trying to get another one. The accident :( wasn’t my fault
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1 comment:
Ouch!
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