Toyota-owned Scion has launched its first major campaign since the brand launched in Canada five years ago.
A national TV spot, created by DentsuBos, features the new 2016 iM hatchback and aims to demonstrate how a simple decision can lead to an awesome adventure. The spot, titled “Flashbacks,” opens with a driver and two sleeping passengers—one with war paint on her face.
Different clues, such as a feather blowing out of the vent, trigger flashbacks to a massive 200-person pillow fight that took place the night before. Throughout the ad, several of the cars features are shown, such as dual climate control for the exhausted passengers, a rear camera, and the 60/40 split rear seat to comfortably carry home their trophy.
Jon Freir, executive creative director at DentsuBos, explained the iM is a well-priced compact car, but it’s well equipped so consumers don’t have to skimp out on features.
“One of the key lines is ‘well equipped and ready for anything,’” he said. “We try to attract those people who are spontaneous, who live in the moment, and who like to collect experiences and memories more than anything else.”
The campaign also includes digital banners and wild postings that capture the “ready for anything” spirit, said Freir.
