Pure Performance – The 2011 Subaru WRX STI

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.

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.