Video: Subaru Straps Strangers Into The Passenger's Seat To Promote The New WRX & STI

August 2, 2010
Screencap from Subaru ad campaign for the 2011 Impreza WRX

Screencap from Subaru ad campaign for the 2011 Impreza WRX

By now, we've seen a slew of commercials featuring guys- and girls-next-door, with dashboard cameras capturing their heartfelt reaction to new rides. Heck, Hyundai launched a whole campaign around that very concept just a couple of weeks ago.

Now, Subaru has done something similar, but it's upped the ante by several mph: to promote the 2011 Impreza WRX and STI (in conjunction with the X Games), Subaru has put Rally Team USA driver Dave Mirra behind the wheel and invited a bunch of strangers to join him for a high-speed ride underneath the 105 in Los Angeles. Just the faces they make in reaction to Mirra's no-holds-barred motoring skills are worth several thousand words. Check out Luis and Lana here to see what we mean.

"My hair just ripped out"? Priceless.

The campaign is called "Get More Gs", and it's meant to be a play on words -- "G" meaning both "gravity force" and "oh, gee!", which is what many of these people say as they're being tossed around the cabin, although a few prefer four-letter synonyms. Kevin Mayer, Subaru's director of marketing communications, says that -- as you might expect in LA -- the passengers came from a casting call. On the day of filming, they were each kept in separate locations to prevent them from discussing the project (which wasn't fully explained to them) and to keep their reactions honest.

At the moment, the "Get More Gs" campaign exists only online, but it's expected to launch on TV in mid-August. Look for 15-second teasers around the 16th. The campaign also includes a series of "G Cards" -- basically, online greeting cards -- with messages that range from trash-talk about other car brands to birthday wishes and simple "kind words" (e.g. "Burning rubber always makes me think of you".) Sounds like a simple way to make the Leos on your list a little happier, no?


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