Subaru begins BRZ campaign
Automaker Subaru Canada has released a pair of online videos promoting its BRZ sports car. Developed by Red Urban of Toronto, the two 20-second videos depict the BRZ being mistaken for a supercar. The campaign, aimed primarily at men between the ages of 30 and 35, focuses on the performance and affordability of the car. The first video shows a BRZ owner coming out of a store to find a couple taking photographs of themselves with his car. The second shows a couple in a BRZ being followed by photographers on motorcycles who have mistaken them for celebrities. The videos end with the tagline, "Drive like the 1%." The videos are being supported with print and online advertising, as well as social media elements.
"What we really wanted to show in these spots, in a tongue-in-cheek way, is that the BRZ is an attainable sports car," said Geoff Craig, director of marketing at Subaru. "That's the great thing about the BRZ. It's a fantastic sports car that happens to cost $27,395."