This time the Scion brand will be worked into Assy McGee, an animated series featuring a gun-toting ass with legs (see pic above).
According to TVWeek:
“During each “Assy” episode this season, which kicks off April 6, a mock commercial for Scion will appear. The 35-second commercial is a takeoff on those local auto dealer spots with the loud-mouthed pitchman. Only in this spot, the loudmouth is Assy, who makes a gassy pitch, complete with graphics that promise Scion car shoppers, “No Haggle,” “No Hassle,” “No Bullshit.” It ends with the tag “Don’t make me run your ass over.”
You can watch it for yourself here.
I remember seeing the Scion sponsorship in Frisky Dingo and thought it was actually pretty funny and well-don. The key seems to be transparancy. We’re all in on the joke and at the same time the brand message is being transmitted. This is a lot like the Doritos/Colbert Report union.
Whether or not Scion appearing in a show about an animated ass will drive up sales among young drivers remains to be seen.