New TV Spots, Mini Documentaries Advance the ‘Scion Story’ Brand Campaign

Five Passionate Entrepreneurs Illustrate ‘Make Every Second Count’ with Scion Vehicles
February 11, 2013
TORRANCE, Calif., (Feb. 11, 2013) – The real lives of five young entrepreneurs form the backbone of Scion’s newest national ad campaign, “Make Every Second Count,” that launched today at and will continue with broadcast, print and online content developed with creative agency ATTIK. The new ads and online mini documentaries build on the “Scion Story” brand campaign launched last fall to showcase the company’s longstanding commitment to individual passions.
“We began telling the story of Scion’s history and core beliefs; now we’ve given the stage to individuals who embody that same passionate spirit in the ‘Make Every Second Count’ campaign,” said Doug Murtha, Scion vice president. “By showing how Scion fits into real lives and real goals, we shine a spotlight on the brand’s unique approach to empower its customers.”
The five people featured were each given a handheld video camera and a Scion vehicle for two weeks. After beginning to film their daily activities, they worked with award-winning documentary filmmaker Doug Pray (Hype, Art & Copy) for suggestions and content. From the authentic content, Pray and Scion created three national broadcast spots and five, online mini documentaries for the Scion YouTube channel.
The broadcast spots are built from one-second video segments of each participant’s story, passion and Scion experience. As the five individuals demonstrate dedication to pursuing dreams and careers, the campaign concept “Make Every Second Count” was born.
The participants were:
  • Bryant Terry – an Oakland, Calif., chef, author and activist – driving the iQ
  • Travis Hayes Busse – a San Francisco music promoter, talent buyer and manager – driving the tC
  • Daniel Farahirad – a Los Angeles bicycling activist and retailer – driving the xB
  • Levi Maestro – a Los Angeles filmmaker, entrepreneur and web personality – driving the FR-S
  • Lisa Nativo – a Los Angeles food truck founder and owner – driving the xD
“I truly enjoyed working with these personalities and helping them film themselves in spontaneous one-second shots that captured their lives and a larger story,” Pray said of directing the project. “I’ve always been impressed by the magnitude of Scion’s support for the creative community in the 10 years I’ve worked with the brand. This project is no different with the broader pursuits featured in this campaign.”
Experience the “Make Every Second Count” campaign now at and read the “Scion Story” at or download it from

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About Scion
Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion’s mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The brand features five groundbreaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle, the tC sports coupe, the premium micro-subcompact iQ and the FR-S rear-wheel drive sports car. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit
Media Contacts
Scion Public Relations
Craig Taguchi
Scion Website:
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Scion - Make Every Second Count

Experience the "Make Every Second Count" campaign. To see the rest of the spots, please visit
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Scion Brand THB 001

The "Make Every Second Count" brand campaign highlights Travis Hayes Busse's story as the music promoter drives around San Francisco in a Scion tC.
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Scion Brand DF 002

Scion Brand DF 002

The life of young entrepreneur Daniel Farahirad, a Los Angeles bicycling activist and retailer, is featured in Scion's new TV spots and mini documentaries.
Scion Brand BT 003

Scion Brand BT 003

Scion's newest national ad campaign "Make Every Second Count" features a mini documentary on Bryant Terry, an Oakland, Calif., author and activist.
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