FYI 04.03.08

Scion Gets Cheeky for Adult Swim Ads

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There aren't too many brands that can actually lay claim to the phrase "ass-out marketing," but Toyota's Scion will be able to do just that Sunday night.

That's when Scion's custom-created mock commercial for Turner Entertainment's Adult Swim will air during the premiere of season two of "Assy McGee," for which Scion will serve as the exclusive sponsor all season. The 35-second spot will run halfway through the series, and features the show's titular character as he makes a bid for a career as a car salesman. The commerical's plot ties in directly to the storyline of each episode, in which Assy is tasked with solving a crime "before it's too late." The deal was brokered by Scion's media agency, Zenith Media.

"Today's young adult is so heavily marketed to through multiple forms of media, it's imperative that when they spend time at Adult Swim we deliver the same irreverent, humorous approach in our custom marketing content as they value within our programming lineup," said John O'Hara, general sales manager of Adult Swim ad sales and marketing.

Scion VP Jack Hollis added, "We love finding innovative and fun ways to increase awareness of our new Scion xB. This Adult Swim integration will really engage Scion enthusiasts and viewers alike as we communicate our brand philosophy and some xB features in a fun and entertaining manner."

Scion and Adult Swim have a history of irreverent marketing partnerships. In 2006, for example, Scion integrated its tC sports coupe into the Adult Swim series "Frisky Dingo." -- Andrew Hampp
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