LOS ANGELES – Scion’s “Weird, Right?” ad campaign for the 2016 Scion iA and iM is getting a little help from a vampire “with a man bun” hairstyle and “Stockphoto Business People.” The ads debuted this week at the 2015 Los Angeles Auto Show.
The new commercials are even weirder than September’s “wax museum Urkel” and “recently liberated car dealership tube man” ads.
In one new ad, the vampire rides around in an iM with a freaked-out man he picked up using a car ride-sharing app. The cardboard people are carpooling in the iA and enjoying such features as push-button start.
“The response to our Weird, Right? Campaign has been tremendous and we’re planning to roll out two more ads next year,” said Andrew Gilleland, Scion vice president, in a speech at the Los Angeles auto show.
Since the iA and iM arrived at Scion dealerships in September, Gilleland said the Toyota brand has enjoyed its best sales month in three years and is on track to have its best fourth quarter in eight years.
“Together the iA and iM will account for 60,000-80,000 annual sales, which will help drive Scion volume to more than 100,000 by 2017,” Gilleland said.
More than half of the incoming iM and iA customers are new to Toyota and under 35.
The iA, Scion’s first sedan, targets the Chevrolet Cruze, Ford Focus and Honda Civic.
The iM hatchback competes against the Ford Fiesta hatchback, Honda Fit, Kia Soul and Volkswagen Golf GTI.
Edmunds says: Scion’s Weird, Right? campaign puts a unique spin on selling practical rides to younger buyers.