The Mill has joined forces with Droga5, along with Smuggler and Randy Krallman for this quirky campaign, launching the new Scion iM and iA models with a little help from their friend the dealership Tube Man.
The theme of this campaign is 'Weird, right?' and the spots lean in to the idea of weirdness in a well constructed way that is meant to be appealing to millennials. The spot showcases the features of the new Scion iA model, while making fun of the recently liberated Tube Man and his excitement for Scion's standard car features.
The Mill 2D Lead Jade Kim adds 'Within this spot we wanted to accentuate the smaller details of the car. Simultaneously highlighting both of the cars different features in a cohesive way.' The campaign has a great light-hearted approach while being odd and funny.
Don't follow the crowd, stand out, be sensible, artsy and eccentric. Weird, right?