Pure Performance - The 2011 Subaru WRX STI (Extended Cut)
Subaru Canada hopes people will 'flip out' over it's new, animated flipbook-style television spot, 'Pure Performance' that recently launched across Canada. To demonstrate the performance and power of the new WRX STI, DDB Canada's Toronto office created a real, flipbook or zoetrope that comes to life only when the vehicle passes by. Targeting people for whom the handling and power of a rally car is of paramount importance, 'Pure Performance' kicks-off of a national integrated campaign to raise awareness of the newly redesigned vehicle, drive sales and draw people into Subaru dealer showrooms where they'll discover the 2011 WRX STI is exactly what they're looking for. 'We're committed to new, creative ways of getting people excited and talking about our vehicles,' says Ted Lalka, vice president of product planning and marketing, Subaru Canada. 'The WRX STI campaign nicely demonstrates the power and handling of this true performance car and will encourage people to come into our dealerships and test-drive one for themselves.' The television spot opens with sketch animation of the redesigned WRX STI driving through a variety of challenging terrain while being chased by a giant robot crab. The camera then pulls out to reveal the animation is actually taking place through the window of a real 2011 WRX STI; animation that has been powered by the WRX STI driving past a series 760 hand-drawn frames to create one smooth animated story. The camera moves out further to reveal the car driving past these frames, showing the redesigned performance vehicle in all its glory. 'The best thing about the new WRX STI is the experience driving it,' says Todd Mackie, co-creative director, DDB Canada, Toronto. 'We were challenged by the strict advertising guidelines that make it particularly difficult to showcase true performance vehicles like the WRX STI. The use of illustration is a clever way to get that message across in an impactful way and still stay within the guidelines.' The campaign spans more than just television, integrating a strong social media element as well as print, radio, online and in-store executions. The roll out of the integrated campaign starts this week with the launch of the TV spot and will run through fall 2010 - driving traffic to the Subaru YouTube channel: http://www.youtube.com/subarucanada where enthusiasts can watch the 'Pure Performance' TV spot, test-drive clips and other WRX STI content. Content includes a dynamic 'making of' documentary that unveils the technical challenge behind the making of the television creative, which is governed by math and physics as much as concept and art direction. 'For the effect to work, we needed a laser level driving surface. It took meticulous testing to perfect the precise engineering involved. No post or CG was used to create the animation. All animation was filmed in camera, using the car itself,' adds Mackie. Over the next few months Subaru Canada will launch a social media program, involving key influencers and bloggers, to help spread the word about the 2011 WRX STI.
Title: Pure Performance Client: Subaru Canada Agency: DDB Canada, Toronto Creative Director: Andrew Simon, Todd Mackie, Denise Rossetto Associate creative director: Paul Wallace Copywriter: Daniel Bonder Art Director: Yusong Zhang Agency Producer: Andrew Schulze Executive Producer: Harland Weiss Production Company: OPC Director: Woods and Low DOP/Cinematographer: James Gardener, Adam Marsden Line Producer: Tara Handley Post-Production Company: AXYZ Compositor: Dave Giles Transfer: Alter Ego Colourist: Wde Odlum Animation Studio: Starz Animator: Kevin Adams Audio Company: Pirate Toronto Audio Director/Producer:Chris Tait Sound Design: Chris Tait Music: Chris Tait Editing House: Posterboy Editor: Brian Williams Published/Released: October 27, 2010