Scion is turning to Roman Coppola and kung fu-fighting puppets to get consumers interested in its cars.
Automaker, a division of Toyota Motor Sales USA, will co-produce the Web series “The Fist of Oblivion,” together with Coppola’s production shingle the Director’s Bureau and WhittmanHart Interactive.
Project revolves around an ex-cop and kung fu master who’s on the hunt for a former friend and partner who framed him for a crime.
The live-action series will run exclusively on Scion Broadband and bow in November with new episodes launching every Tuesday through the end of December.
Scion Broadband serves as a Web-based channel of original programming for the Japanese automaker with content that appeals to its target market of younger car buyers.
WhittmanHart Interactive worked with Scion to create Scion Broadband, which features a slate of original Web series, short films, live music shows, musicvids and documentaries.
“Scion Broadband is a laboratory of experimentation for our brand,” said Adrian Si, Scion’s interactive manager. “To keep it fresh, we look for innovative and edgy content like ‘The Fist of Oblivion’ that will resonate with our audience and stay true to the culture of the brand.”
Coppola said he’d been interested in producing the puppet actioner for some time and the pact with Scion Broadband created “the perfect home for ‘The Fist of Oblivion,'” he said.
WhittmanHart also produces digital projects for such clients as AT&T, Anheuser-Busch, PepsiCo, Toyota, Sony Pictures and Universal Pictures.
Automaker Scion has turned to kung fu-fighting puppets and helmer Roman Coppola for its Web-based series ‘The Fist of Oblivion.’