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As the aging Scion xB and xD hatchbacks soldier into the fifth years of their model cycles, Toyota's youth-oriented brand is calling on the gods -- Greek ones, to be precise -- to help sell vehicles.
Zeus, the king of all gods and men in Greek mythology, makes campy appearances in a new round of commercials for the two Scions. The scenario is automotive retailing by way of aspirational shows such as MTV's "Cribs" and Speed Channel's "Unique Whips."
With a synthesizer-and-drum backing track, Zeus takes viewers on a tour of his megamansion, or as he calls it, his "cradle." His Hot Lava Scion xB is "straight from Hades" and his Blizzard Pearl xD was "chiseled from the glacier peaks of Mount Olympus."
But Zeus is not the almighty god of elementary school fables. He is portrayed as a bit of a dork, getting a headache from eating an Icee too quickly, and calling the online movie channel "The YouTubes." His "whips" include a chariot.
Zeus made a brief appearance in spots promoting the special edition tC coupe earlier this year, which received mixed reaction from the Scion online fan base.
The new spots dovetail with an ongoing campaign of hard-rocking commercials showing the Scion Racing team drifting tC coupes around a racetrack.
Scion's U.S. sales are up 14 percent this year through August to 33,769 units, but are slightly more than a quarter of their historic highs. The overall U.S. market rose 11 percent through August.
Most of this year's increase in Scion sales is from the tC that was redesigned last year. Sales of the xD have been flat, while the xB is off 18 percent. Production of Scion vehicles -- all of which come from Japan -- has been sharply affected by the March earthquake.
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