Scion xB Launch Loveable or loathsome.

There's no middle ground when it comes to Scion's flagship car, the xB. It's a turn on for some and a turn off for the rest. We used this simple truth in developing the "Polarization" launch campaign to really show the uniqueness of the newly redesigned xB. It was understood that the youth market responds to edgier and more interesting vehicles. The distinct box shape of the xB was a perfect platform to communicate Scion going against the status quo of automakers.

A series of print spreads, billboards and web banners were developed to play off of the polarized reactions people had to the xB. To help round out the campaign, the 30-second "Pendulum" spot was created. Here, two identical xBs flank the arc of a swinging wrecking ball as an omniscient voice chants "He Loves Me, He Loves Me Not." The campaign has earned positive reviews both in the creative community and among the Scion audience for its pithy underselling of the iconic vehicle.