Subaru has launched a new campaign for its sporty BRZ that aims to provide potential buyers with a taste of just how hot the car can be.

Created by Zulu Alpha Kilo and based on the automaker’s “Welcome to Uncommon” Canadian marketing platform, the campaign includes a video ad showing a man in a pizza shop, hungrily staring at a BRZ just outside. The chef offers a bottle of BRZ branded hot sauce, a few drops are added to the pizza, and when the man takes a bite, he’s instantly transported to a Fast & Furious-like race through darkened city streets.

Subaru is also giving away about 3,000 real bottles of BRZ hot sauce at dealers and via social media, and to reach the younger and tech-savvy target, there’s also a Snap AR gaming lens that challenges game players to drive along a curvy street collecting chilli peppers. The game will be promoted on the bottles of hot sauce, and via paid ads on Snapchat.

“This latest BRZ model launch had to make drivers feel something visceral and fun,” said Gary Sappleton, director of marketing and brand management at Subaru Canada. “Delivering uncommon experiences that capture the thrilling performance and style of the all-new BRZ will help rally our passionate fanbase.”

ZAK and its production arm Zulubot led and produced the campaign, while Agence Rinaldi handled Quebec creative, and OMD managed the media planning and buying.