I love what David Gianatasio wrote about the new Toyota Scion commercial via: Adweek.com
This Attik spot for Toyota's Scion tries to break free of car-ad category cliches. There are no gleaming vehicles racing along scenic highways at sunset. Nor do shapely beach babes recline across hoods. What we get, however, isn't an improvement. The whole thing consists of quick-cut, high-tech graphics that illustrate the many choices a Scion buyer could make in terms of vehicle colors and detailing. True, I'm not part of the hip, young demographic being targeted. But I can afford to buy a car. And this spot doesn't make me want to investigate Scion. We get commercial cliches all right -- plucked straight from the past 15 years of computer and home-electronics ads. There's even Kraftwerk-esque robotic dance music on the soundtrack. And that can't be hip or young, if only because I kind of liked it. In fact, though it's designed to look cool and futuristic, the whole enterprise feels old-hat and dull, like footage cut from Disney's Tron. (Which is making a comeback, apparently, so maybe this ad is cool after all.) I still say: Bring back the sunsets and beach babes. They really weren't so bad.
Ad Agency: The Attik
Creative Director: Simon Needham
Production Company: Imaginary Forces
Executive Producer: Michele Morris
Director: Simon Needham
Editor: Justine Gerenstein
Music/Sound Design/Mix Company: Face The Music, Bicoastal
Executive Producer: Adam Joseph
Composer/Sound Designer - xB: Tom Burbank
Mixer: Tom Burbank
5 comments:
I disagree strongly. I am 40 years old, and so I don't know how "hip" or "young" the ad is supposed to be, but the amazing graphics, equally impressive music (we agree on the music I think) and fast, interesting edits really worked for me. This may be the only time a commercial has impressed me enough that I would go looking it up on Google, days after I saw it. Forget sunsets and scenic hillsides which have been done to death, I say go for the wow factor. These guys did. Kudos to them!
I never google ads but this one caught my eye [and ears!]. Definitely stands out among the typical car driving down wet desolated steet. Doesnt make me want to buy a Scion, but fun to watch. And the music is great too
I agree with all you guys, i'm 22 so i'm pretty much smack dab in the middle of their target audience. The ad didn't really grab me in fact it kind of annoyed me, i love cars and to me that means, driving, going places, having fun with your mates and enjoying yourself with all the gadgets and driving experience.
The problem with the ad though is that the ad reminds me of none of these things. If you want true automotive advertising genius look to Honda, they don't need a car to advertise themselves, and the intruige they leave behind them makes me want to look into them more.
I'm 19, so I'd consider myself part of the "hip, young crowd." Tell you what, I really liked the commercial, but not the car. It looks crude and boxy.
The music, on the other hand, was really well chosen... great club music. Reminds me of a band named "Justice."
A great video of Toyota Scion.
This is good enough to see. Thanks for this cool posting.
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