i've never EVER seen any Scion advertising in the US, this has got to be a "first". I guess the Cube and the other copycats are getting to them, the main tag line was somethin like "get the original not a copy" --
I have seen several Scion TV ads on network channels. United by individuality was last year and there were some really good ads. They are subtle and different but those of us who are owners understand.