SCION HAS BEGUN ITS LATEST underground launch program for its newest model. The five-door xD, which goes on sale in August, is the fourth vehicle in Scion's portfolio.
As in earlier campaigns for Scion vehicles, the Toyota division is avoiding mass media marketing, and opting for guerrilla, in-cinema, wild postings and the like, aimed at younger consumers.
"Little Deviants," the new campaign from ATTIK, reinforces Scion's business model around personalization and after-market customization, while positioning the car as a Neo-like saviour in a drab, Soviet-bloc world of buildings and streets where factotums wander around with brushes painting everything grey.
In the campaign, xD is a kind of automotive anarchist, running about with a cohort of gremlin-esque deviants, attacking the battleship-grey world of "Sheeple."
In-cinema ads began this month in key cities, aimed at driving traffic to the web site www.LittleDeviant.com, which launched in mid-June. The Web site presents a gothic digital novel/video game, "Book of Deviants," that opens to reveal a pop-up world mirrored in 3-panel print ads in selected July magazines.
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Allscion is an e-commerce website specializing in products for the Scion. We also post regular news updates about Scion cars.
I just went through the whole site. It's kind of funny really... but a pretty good job, like I said. Considering it's really just another boring 5 door thing anyways.
"Scion's feeling that it's time for an advertising change, and they're taking the campaign dark. The Toyota offshoot, which is intended to attract young, hip, urbanites with an active lifestyle (whatever the hell that's supposed to mean), is attempting to harden the edge of its image.
We've been peppered from day one with Scion ads targeting fans of electronic music and hip hop, though we're more insulted than enticed by the pandering spreads that assault our irises in every new issue of Remix. Now the scope has widened to include rock and metal tinged customers. Scion's looking to team up with music events, bands, and record labels as a way of promoting its wares, but the real news is Scion's new website.
LittleDeviant.com has you being a "Deviant," with the mission of genocide. The city is filled with "Sheeple," beings that blindly follow (Camry purchasers?). Deviants are seriously bloodthirsty -- you need to complete various tasks such as throwing Sheeple across the city and a sicker version of whack-a-mole in which you juice the Sheeple like oranges. The site is quite well done, but the premise of the game is quite dark. In the end, gameplay is little removed from those flash-based novelties like billiards and golf, but if you're looking to waste some time on the web by bloodletting, Scion's got you covered.
I like the "emoticon" link that the deviants have Their faces have an "X" for eyes and a "D" for a mouth full of fangs.....
XD XD XD or X) X) X) would be cool to add to the emoticon library here at SL!
New xD media campaign aims for "little deviants"
Bon 
lol toyota is always ahead of the game. i mean hell it made me want an xD 
