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Subaru WRX 2022: The WRXOUT
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There's no workout like a 'WRXOUT'. That's the message behind Subaru Canada's campaign for the all-new WRX. The 60 second launch film uses an online spin class as a foil to dramatize the thrill and versatility of the rally-bred sports car. The film opens on a young guy approaching his stationary bike for what appears to be an early morning ride. As he touches the flatscreen we hear the enthusiastic voice of an online spin instructor. But when the music kicks in we discover he's actually inside the WRX.
Agency: Zulu Kilo Alpha What we thought were bike handles was actually the steering wheel. We’re then treated to the WRX-version of a high intensity spin class; hill climbs, flat road sprints, and interval recoveries—all scored to the spin instructor’s VO. As the vehicle comes to a dramatic stop the driver wipes the steering wheel down like a piece of fitness equipment. The spot closes with the slogan ‘WRXOUT 24/7 365’. The campaign is the latest installment in Subaru Canada’s “Welcome to Uncommon” platform which launched last year. Zulu Alpha Kilo lead the strategy and creative development for the integrated campaign which includes three spots, social, OOH, print and Spotify.
Social Creative Team: Shelagh Moore, Samantha Lee Related
Subaru WRX 2022: The Group WRXOUT
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