Subaru has launched a new TV spot for its WRX that uses the narration from an online spin class instructor to “dramatize the thrill and versatility of the rally-bred sports car.”
The 60-second ad opens on a man approaching a stationary bike, but instead of hopping on for a spin class, he takes to the road in his WRX for a heart-pumping, high intensity ride that includes hill climbs, flat road sprints, and interval recoveries.
The ad by Zulu Alpha Kilo is part of the brand’s “Welcome to Uncommon” platform, which launched last fall. The :60 is being complemented by :15s, social, out-of-home, print and Spotify creative. Production partner was Kiddo Films, while OMD handled media.
“Few cars get your heart pumping like the WRX,” said Zulu Alpha Kilo’s executive creative director Wain Choi. “We loved the idea of positioning the sports car as a daily ‘WRXOUT’.”