Scion has prepared a short series of TV commercials to launch the iQ minicar, the world's smallest four-seat car. These ads will play up its small size as well as its practicality. However, the core of the campaign would be found online. What will be featured are parking spots and the pranks that take place in the parking lot. Scion Vice President Jack Hollis said that as the iQ is a new segment entry for Scion, it will have to be presented on a bigger scale to the public. Scion will employ methods in addition to its old ones. The first TV commercial for the iQ shows a drape, which is raised and then reveals two iQs back to back.
The tag line is then revealed: "I am going to be big." In another TV spot, a group of engineers are shown becoming more uncomfortable as the narrow turning radius of the iQ wedges them closer. What’s emphasized on the last spot is its key safety feature: its 11 airbags.
It’s clear that these ads were well thought out. But online, it’s all just very silly. There are four online spots that feature actors getting into the roles of policemen, bikini models, Jersey shore dudes and motorcycle toughs. They are seen being tortured by high g-force driving at the parking lot of Los Angeles landmark Randy's Donuts while attempting to eat donuts and drink milk. At all four spots, the driver is a stuntwoman who looks like a bikini model.