Pontiac has been revamping its brand, cutting the ass-ugly (Aztek, Montana) and adding the badass (G8, Solstice GXP). There's a strong desire to shift the median buyer age down. The effort's already underway, and has seen some success thus far, but Pontiac wants the coveted younger buyer. In the interest of getting the Pontiac name in front of their intended buyer, the division is actually cutting back on traditional advertising efforts. Huh? Well, how many 20-somethings do you know who watch Da
Scion's feeling that it's time for an advertising change, and they're taking the campaign dark. The Toyota offshoot, which is intended to attract young, hip, urbanites with an active lifestyle (whatever the hell that's supposed to mean), is attempting to harden the edge of its image.