Subaru’s WRX rallies a new generation of devotees in latest campaign via The Works
Showcased in its natural habitat, the all-new, all-wheel drive Subaru WRX rallies its devoted audience and inspires a new one in latest campaign via The Works, part of Capgemini.
Hitting TV screens this week and also launching across social, online and digital too, the spot drives home strong themes of desire and passion to the most loyal of the WRX fandom, with Subaru’s continued trend of emotive music selection playing a key role. This time set to the iconic Aussie track ‘Need You Tonight’ by INXS, the campaign is a celebration of the love and affection Australians have felt for the stylish performance rally model for over 30 years whilst simultaneously accelerating a sense of ‘exhilaration to a new generation’.
Says Amanda Leaney, marketing director, Subaru: “Built on decades of rallying heritage, the WRX is more than a legendary car, it’s a cultural icon synonymous with World Rally Championships, blockbuster movies, gaming and more. So, pairing the All-New WRX with the equally iconic sounds of INXS made a lot of sense.”
Says Nathan Bilton, creative director, The Works: “It’s not often you get to work on an automotive icon. Pair that with some incredible locations from around Tassie, the spiritual home of rally in Australia, then let Mark Toia work his magic and you can see why the WRX has captured the hearts of fans for so long. And why the latest in a long line of legends is perfectly engineered to deliver the next generation of exhilaration.”
The WRX is one of Subaru’s most popular models and can be considered a figurehead for the brand.
Client: Subaru
Marketing Director: Amanda Leaney
National Marketing Manager: Trent Whitechurch
Assistant Brand Manager: Rachel Woodbury
Consumer Planning and Insights Manager: Jonathan Quirk
Social and Communities’ Managers: Josephine Furlong and Brooke Warton
Creative Agency: The Works, part of Capgemini
Creative Partner: Damian Pincus
Creative Director: Nathan Bilton
Art director: Chris Dwyer
Creative Project Lead: Rosie Carey
Creative Project Manager: Abby McKean
Strategist: Cate Mathers
Head of Production: Katie Harper
Production company: Zoom Film & Television
Director: Mark Toia
Senior Producer: Keri Grant
Sound: Squeak E. Clean
Music: Trailer Media
Media: Starcom
18 Comments
Needs more car.
…Come out Come out wherever you are….
IYKYK
Just appalling.
It COULD have been made using existing footage?
Wow, that is just terrible.
And the worst kind of terrible….expensive. And nauseating.
(and no doubt the fun-folks at the ASB will have a close look at the ‘sliding’ on what appears to be public roads, suggesting the driver doesn’t have adequate control of the vehicle)
ill be back after a quckie – still nothing
The kind of person who drives a WRX doesn’t need a reason to buy one. Or an ad.
That is terrible. So flat and lifeless.
Too much money spent on the track and not enough on the post or the idea.
… with a terrible ad.
How is this so generic?
As an until recently long term Subie owner myself, I get (and celebrate) embracing the boy racer heritage, but have a level of originality at least consistent with Subaru’s own. This is a brand with a special place in Australia – not a brand that should show up like everyone else. Reeks of clients with no sense of what their brand stands for – so revert back to car marketing playbook. Insert badge here.
Sad.
Why is there no idea?
I like it…sometimes all you need is a bit of metal
Punchy spot. Got my heart pumping. Simple really.
You could cut that in half, and it would still be just as boring and still far too long…
Wept.
That’s 60 seconds of my life I’ll never get back.
I feel asleep, what happened? did it get any better?