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Subaru breaks Scorched campaign for BRZ

Automaker Subaru Canada, based in Mississauga, has begun a campaign to promote the Canadian launch of its 2013 BRZ sports coupe. The national campaign, called "Scorched," was developed by DDB Canada of Toronto. It includes a 60-second online video featuring slow-motion footage of the car melting its surroundings. The initiative also includes print and online advertising, along with social media activities, public relations and blogger-oriented communications. The company also conducted a street promotion for the BRZ during last month's Montreal Grand Prix. Similar installations will appear in other Canadian cities through the summer. "The Subaru BRZ is a hot car, with a great deal of excitement already surrounding its release," said Todd Mackie, creative director at DDB Canada. "We wanted to create a visual story to mirror that anticipation while captivating both existing fans and reaching new ones."

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