[Rumori] Scion marketing

[Steev Hise]

new car from toyota with "cool" ad copy that appropriates
appropriation.

from http://www.scion.com/about/about.html
(via nettime)

"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."




ugh.


smh