• by Wayne Friedman , April 1, 2008

In another attempt to carefully weave marketing content into program content, Toyota's young-skewing brand Scion will be featured in a faux commercial inside Adult Swim's second-year animated show "Assy McGee."

"Assy," which runs in Turner Broadcasting's Adult Swim late night block of shows, will get the Scion branding for the entire year, starting April 6. Scion will be the exclusive sponsor of Adult Swim's "Assy McGee" for the entire season.

Assy, a hard-boiled film-noir detective, appears as a pair of talking buttocks--thus his moniker. In the beginning stages of discovering a crime, a mock commercial appears in the show.

The commercial is set at a car dealership where Assy offers viewers low, low prices for the Scion xB. The commercial runs 35 seconds, and in one spot, features Assy sticking out of a back-seat window. The rest of the episode continues after this commercial.

Adult Swim has done similar marketing efforts before with Scion--doing a deal with "Frisky Dingo" for the Scion tC sports coupe. Zenith Media put the deal together and also negotiated a series of Scion tune-in spots that will run each week on Adult Swim.