Zeus is having his way with the new Scion tC. A light-hearted version of the Greek god of sky and thunder is appearing in Scion's latest commercials to promote a new special edition of the Toyota brand's sporty coupe, the tC Release Series 7.0.
The tC Release Series 7.0 ? or tC RS 7.0 for short ? is the first special edition model available for the recently-redesigned, second-generation tC. Like special edition models offered on the first-generation tC, the RS 7.0 features several exclusive touches, from a unique color to distinctive interior and exterior trim ? and even a push-button starter.
On the outside, the tC RS 7.0 will be easily identified by a new color Scion calls High Voltage Yellow, which will be combined with black-painted wheels to ensure buyers will never have trouble finding it in a parking lot. A bodykit by Toyota's performance arm, TRD, rounds out exterior modifications to the RS 7.0 and gives the limited-edition model a sportier, more aggressive stance.
Inside, the tC RS 7.0 will also feature a series of revisions, from a host of body-colored trim panels to a new, high-quality Pioneer audio system. The RS 7.0 will even feature a bright red starter button, which helps carry the exterior's sporty look into the cockpit.
But the big news for the newest model in Scion's growing "Release Series" line is its ad campaign. According to Scion, the campaign is primarily comprised of six viral videos featuring a comedic Zeus ? complete with stick-on beard ? who describes himself as the "God of Awesome." The automaker says that while past ad campaigns have focused on urban, cool, or cutting-edge themes with a darker tone, the new ads are the brand's first take at a comedic push.
Scion says it will build just 2,200 units of the tC Release Series 7.0. Prices will start at $21,625 including destination, or $22,625 with an optional automatic transmission.