The ad I saw in the theater made much of the fact that the Sheeple are all alike, but the Deviants are "customized." But the Deviants all look pretty much alike, too. Haven't we known for years that the wannabe counter-culture just conforms to a different (in this case, still very corporate) standard? Sigh.

"Everybody wants to be different, just like everybody else."

As a Scion owner, and guy in the target marketing crowd, I think the game is great. Its inline with the games available that most of us play. If it gets more guys to go in and take a look at the cars, then it's a success. Toyota has been wanting to attract younger buyers, and the Scion brand was created to do that. Trust me, ads in Europe are much more risque and we need to be a bit more open-minded and not so sensitive. This ad campaign fits, and if you find it remotely offensive then you're not in their targeted market, plain and simple.