The Mill has joined forces with Droga5, along with Smuggler and Randy Krallman for this quirky campaign, launching the new Scion iM and iA models featuring Jaleel White hanging with wax museum Steve Urkel.
The theme of this campaign is 'Weird, right?' and the spots lean in to the idea of weirdness in a well constructed way appealing to millennials, while poking light fun of actor Jaleel White and wax museum Steve Urkel's relationship. The spot showcases the features of the new Scion iM model, designed for those who seek the road to redesign themselves.
The Mill 2D Lead Jade Kim adds 'Within this spot we wanted to accentuate the smaller details of the car. Simultaneously highlighting both of the cars different features in a cohesive way.' The campaign has a great light-hearted approach while being odd and funny.
Don't follow the crowd, stand out, be funny, artsy and eccentric. Weird, right?