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 2011 Subaru 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.
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 of 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,” said 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 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.
“Pure Performance” was directed by the team Woods and Low of production house OPC. Animator was Kevin Adams of Starz.
Disney Pledges $15 million In L.A. Fire Aid As More Celebs Learn They’ve Lost Their Homes
The Pacific Palisades wildfires torched the home of "This Is Us" star Milo Ventimiglia, perhaps most poignantly destroying the father-to-be's newly installed crib.
CBS cameras caught the actor walking through his charred house for the first time, standing in what was once his kitchen and looking at a neighborhood in ruin. "Your heart just breaks."
He and his pregnant wife, Jarah Mariano, evacuated Tuesday with their dog and they watched on security cameras as the flames ripped through the house, destroying everything, including a new crib.
"There's a kind of shock moment where you're going, 'Oh, this is real. This is happening.' What good is it to continue watching?' And then at a certain point we just turned it off, like 'What good is it to continue watching?'"
Firefighters sought to make gains Friday during a respite in the heavy winds that fanned the flames as numerous groups pledged aid to help victims and rebuild, including a $15 million donation pledge from the Walt Disney Co.
More stars learn their homes are gone
While seeing the remains of his home, Ventimiglia was struck by a connection to his "This Is Us" character, Jack Pearson, who died after inhaling smoke in a house fire. "It's not lost on me life imitating art."
Mandy Moore, who played Ventimiglia's wife on "This Is Us," nearly lost her home in the Eaton fire, which scorched large areas of the Altadena neighborhood. She said Thursday that part of her house is standing but is unlivable, and her husband lost his music studio and all his instruments.
Mel Gibson's home is "completely gone," his publicist Alan Nierob confirmed Friday. The Oscar winner revealed the loss of his home earlier Friday while appearing on Joe Rogan's... Read More