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Subaru breaks new WRX STI campaign

Subaru Canada of Mississauga has begun a new national television advertising campaign promoting the 2015 WRX STI. The 30-second commercial, developed by DDB Canada of Toronto, depicts the car driving through a course made of moving remote control quadcopters. The intent of the ad is to illustrate the controllability of the car in challenging driving conditions. The commercial will also run in theatres and online, supported by print and digital advertising, point-of-sale materials and social media activities. In late April, the campaign will also make use of a branded Xbox Live presentation adapted from the commercial. According to Subaru, the campaign is intended to appeal to the car's established enthusiast audience, as well as to a new audience of drivers who have never owned a performance car.

"There is no existing course that could adequately demonstrate the WRX's instantaneous reaction time, high-speed cornering and remarkable handling, so we created our own," said Rob Sturch, associate creative director at DDB Canada. "We created the ultimate precision course out of moving drones. And using digital technology that replicates the real-world capabilities of the WRX STI, we see it conquer this course as it would in real life, reacting instantaneously and performing dynamically, regardless of what's put in its way."

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