The Struggle, the Challenge and the Successes of Keeping it Real

According to Sleepy, the Toyota Scion is the poor man’s mini. I checked out Toyota’s site to see the dope new car but was just as curious to see how they’re marketing it. The homepage of Scion’s site, shows two hipsters sitting at a diner table, with a blurred Scion parked against the curb. The guys aren’t really looking at the car or anything. Scanning down, I notice a list of events that gives the impression that I’m looking at a club’s site. From September - November one can check out the Res Fest, a digital film festival. It also looks like the Ground Battle tour has just wrapped up. Set at various universities and record stores across the country, potential Scion buyers (or “B-boys and “B-girls”) could attempt to battle breakdancing champion, Giovanni, for a special grand prize pack. There is also information about forthcoming “ScionWare.” It says, “Announcing more Scion products to make you feel special. And you thought we just sold amazing cars…” Also displayed on the homepage is a small box below the hipsters that rotates still shots of what looks to be more cool kids who were spotted at the club. The only text there is a header that says “Live.” When you click the box, a page (although it feels like we’re at a new site) loads that is all about “Sugapop.” With light-brown skin, a crazy ass fro, Sugapop sort of resembles Ben Harper. No doubt about it, this guy is genuine. He has soul. The most unconventional page on the site is “About Scion.” So far I have learned about musicians, a film fest, and Wet Party, an event set at the Hollywood Roosevelt Hotel that “brought Ibiza to the wessside!” But I haven’t seen more than a glimpse of the car. After digging, you can find the 360 panoramas, zoom views, and specs. But the main body of the page is all text. Remember, we’re supposedly learning about a new product from the world’s # 4 automaker. The text reads:

“In this brand-heavy world, we are constantly inundated with messages about what to wear, where to go and how to be. However,we know that independent thought doesn?t come from picking and choosing an identity from a series of prefab selections. Although we may like some of the individual elements of what?s available, on the whole we would rather be able to mix and match, choose those pieces that support our distinct qualities as independent creatures. We want to be recognized as unique beings who revel in the freedom of expression. SCION (the car company and the magazine) recognizes the value of the individual and the remix, the re-appropriation of mass culture, and it will focus on the struggle, the challenge and the successes of keeping it real.

The idea of the remix has become more common and now can be applied to entire identities, from music to fashion, from technology to art. The lines have been blurred. The opportunity for independence is vital. We are now active participants in the process, tricking out the smallest details, tweaking the characteristics to fit our lifestyles. By changing color palettes, textures and soundscapes, we can be recognized by our peers for who and what we are.”

November 15th, 2003