Scion Garage Band by Machado/García-Serra Publicidad.

Southeast Toyota Distributors, LLC (SET) unveiled this week its new television spot for the Scion brand entitled “tC and the Scion Garage Band.”

The new spot features the new Scion tC, the third model launched by the youth-oriented brand. This is the second Scion television spot developed and produced for SET by Machado/García-Serra Publicidad (MGSP), the automotive distributor’s Hispanic advertising agency of record. The “tC and the Scion Garage Band” spot resumes the “Muévete” (move/be in motion) music-based campaign theme introduced in SET’s original spot which launched the brand’s xA and xB models earlier this year. The new Scion tC spot aims to capture the attitude and lifestyle of young urban professionals which make up an important segment of the transcending Hispanic population.

Scion tC: “tC and the Scion Garage Band”

The “tC and the Scion Garage Band” spot is an analogy between the contrasting aspects of a young Hispanic professional’s lifestyle and the versatility of the new Scion tC. The vehicle becomes a connection to the character’s individualism.

In the spot, the young man, dressed in a suit and tie, is shown leaving work at the end of the day. As he walks through the building’s parking lot towards his Scion tC, he transforms by substituting his work attire with a t-shirt and jeans. The spot then cuts to show the character driving through the city streets as key features of the new Scion tC are highlighted, like its panorama moonroof, audio system with CD player, and 17-inch alloy wheels. The young man arrives at a house in his Scion tC and quickly runs over to the open garage, picks up his guitar and joins his band mates for a bit of garage band rock sound.

The spot uses music as its driving force. It is inspired by a return-to-basics music trend that represents a return to the raw style, fast-beat simplicity of ’60’s garage bands: bass guitar, rhythm guitars, drums and powerful melodies. The characters represent Scion’s young adult target: trendsetters, urban, bicultural, sophisticated, independent, and in command of their own personal style. The spot was shot and edited in Miami, Fla. and utilizes original music created by local garage band GNARLY.

“Once again, MGSP has captured the essence of Toyota’s new Scion line, and has incorporated a dynamic marketing strategy to showcase the new Scion tC’s features to the trendsetting young audience that will flock to this new vehicle,” said Ed Sheehy, vice president of marketing and sales for Southeast Toyota Distributors, LLC. “We’re looking forward to driving greater Scion awareness and dealership sales with this new spot.”

“As part of our ongoing commitment to the Scion brand, we are very proud of this recent creative product which typifies the current cultural and social movement for the brands target,” said Manuel E. Machado, CEO of MGSP. “SET’s leadership and vision to reach out to the Hispanic young adult market inspires us to take our work to the next level.”

The “tC and the Scion Garage Band” spot is scheduled to air through the end of the year with a media mix of television and radio, supported by grassroots promotions. The television schedule includes Univision and Telefutura, and cable stations Mun2 and Fox Sports en Español. The radio schedule will include select Spanish-language programming on key stations, such as South Florida’s WRTO-FM, Salsa 98 and WETA-FM, ZETA 94.9.