Scion Borrows From Bladerunner To Promote Its New Model

Scion and Attik teamed up to address young, predominantly male drivers with numerous initiatives aimed at driving online searches for “the machine,” and building intrigue around the 2011 Scion tC sports coupe.

Scion tC “Take On the Machine” from ATTIK on Vimeo.

“In essence, our campaign presents ‘the machine’ as a menacing city, and it invites fans to get behind the wheel of a 2011 Scion tC to take it on,” Attik’s executive creative director, Simon Needham, explained.
Jack Hollis, vice president of Scion said, “Since the all-new 2011 tC offers drivers more power and better handling than the previous model, as well as more aggressive styling and standard premium features, we feel the celebrity treatment is very well deserved.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.