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Subaru Canada breaks WRX STI campaign

Subaru Canada has released a new television commercial for its WRX STI. The ad, developed by DDB Canada of Toronto, focuses on the performance and power of the vehicle. The creative begins with an animated WRX being chased by a large robot crab. The camera then pulls back to show that the illusion of animation is being created by a real WRX driving past a series of 760 static drawings. "The best thing about the new WRX STI is the experience of driving it," said Todd Mackie, co-creative director at DDB 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 commercial, called "Pure Performance," marks the beginning of a national campaign intended to raise awareness of the recently redesigned car and attract potential customers to dealerships. The overall campaign also includes social media activities, as well as print, radio, online and in-store advertising.

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