Subaru is promoting the new Subaru BRZ in Canada with “Scorched”, an integrated advertising campaign developed at DDB Canada. The “Scorched” commercial, set in a parking garage, shows materials destroyed by a heat source revealed in final frames: the Subaru BRZ. The melting, scorching action is set to the song Execute by Excision. Print, online, ambient, social media, public relations and targeted blogger outreach round out the campaign; each highlighting the sizzling sports coupe. Subaru Canada has provided behind-the-scenes photography from the Scorched shot at www.subaru.ca/hotBRZ.
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A hologram lenticular in The Grid and attention-grabbing creative in national newspapers and magazines reveals the BRZ burning through the pages. Similarly, online advertising burns up computer screens and tablets to unveil the hot new sports car.
The Subaru BRZ turned heads at the 2012 Montreal Grand Prix (June 8-10), with an ambient street-art installation produced by DDB Public Relations. The BRZ was showcased as part of an eye-popping, movie-style set featuring a burnt mailbox, singed bike rack, melted street lamp and a massive 32’ heat-blasted brick wall. The result was a surreal replica of a Montreal street corner that appeared to have been utterly “scorched” by the hot new sports car.
To enhance the installation DDB Public Relations engaged Canadian NFC tech firm, TAPmeTAGS Inc. to provide NFC enabled tags as part of a test-pilot program to encourage consumer interaction onsite. Singed wild postings surrounding the installation encouraged passersby to “tap or snap” using their NFC phones. This directed consumers to a dedicated BRZ landing page where they could learn more about the vehicle, view images and book a test drive.
The Montreal ambient installation is the first of a series, with more coming to major cities across Canada this summer.
The Scorched campaign was developed at DDB Canada, Toronto, by creative directors Denise Rossetto and Todd Mackie, associate creative director/art director Paul Riss, associate creative director/copywriter Adam Bailey, agency producer Ken Rodger, business unit director Michael Davidson, account director Peter Brough and senior account executive Julia Morris.
Media was handled at OMD.
Filming was shot by director Common Good via Radke Film Group with creative directors Eric Makila, Jamie Webster, Jordan Clarke, executive producers Marie-Pierre Touré, Stefanie Kouverianos and Miriana DiQuinzio, line producer Dwight Phipps, director of photography Chris Mably and VFX supervisor Alex Avram.
Music is “Execute” by Excision.