Adventures in advertising: Subaglued
Click the image above for a high-res shot.
Subaru is taking the grip-and-go driving dynamics of its new Impreza to the extreme with an ad campaign that'll be making its way around UK roads this October. The "Subaglue" transporter features three new Imprezas sitting atop the trailer, with another three hatches mounted upside-down and likely to cause plenty of spit-takes as commuters make their way to work. While we're still trying to figure out how they managed to mount the vehicles (flip the trailer over, drive the wagons on board and go at with some extra large bolts?) we're even more surprised that the British health and safety crew actually let this campaign get off the ground (rim shot).
[Source: Subaru]
PRESS RELEASE
'SUBAGLUE' TRANSPORTER TO SPARK 'RUBBERNECKER' OUTBREAK
Subaru's latest advertising initiative for the new Impreza looks set to spark off a 'rubbernecker' outbreak throughout the UK's roads.
For the lower deck of a car transporter features three upside down cars which create a mirror image of the identical three Imprezas on the upper deck.
The striking sight is part of the manufacturer's 'Subaglue' campaign aimed at highlighting the car's symmetrical all-wheel drive.
And with the strap-line: 'Sticks To The Road', the overall message of excellent road-holding and active safety is strongly communicated.
The specially prepared car transporter will tour England, Scotland, Wales and Northern Ireland for almost eight weeks starting on 1 October.
It will target major routes and attempt to appear at most Subaru dealerships while other campaigns include a shopping centre tour and SKY TV movie sponsorship.
The 'Subaglue' campaign was devised by London-based advertising agency, MCBD and the three upside-down cars were bolted to the upper deck after having their engines and transmissions removed.
Subaru (UK) Managing Director, Lawrence Good, said: "This highly-visible campaign is already becoming a talking point and is an excellent method of getting our message across."
Meanwhile, first deliveries of the totally new Impreza are now taking place with prices starting from only £12,495 on-the-road for the 1.5R.
Featuring Subaru's renowned 'boxer' engine with its low centre-of-gravity for outstanding roadholding, the new Impreza boasts a roomy five-door body with new multi-link rear suspension for an ultra-smooth ride.
Standard equipment includes: all-wheel drive, alloy wheels, climate-control air-conditioning, radio/CD player, height and reach steering wheel adjustment, foglamps, front and rear electric windows, driver, passenger, side and curtain airbags plus vehicle information display.
Furthermore, a 230 PS turbocharged WRX model arrives in November followed by a replacement for the iconic WRX STI next spring and diesel versions at the end of 2008.
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Reader Comments (Page 1 of 2)
Brett- BMW Advocate 12:34PM (9/29/2007)
thats really awesome!
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AlfaMike 1:40PM (9/29/2007)
The uglier the car, the more creative the ad campaigns...
Brad 12:38PM (9/29/2007)
Anyone have any thought on how they did this?
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Mike Sylvester 1:18PM (9/30/2007)
One word: wormholes
RidinLow 12:44PM (9/29/2007)
That's cool, wish we had that here.
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B-NOIT 12:44PM (9/29/2007)
How good can that be for the cars, anyway? Hope they don't try to sell them afterwards... that's quite a bit of stress on the suspension.
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Brett- BMW Advocate 12:47PM (9/29/2007)
no, not harmful. Put suspension locks on it and it hangs from the frame. no harm.
Jimmy 12:57PM (9/29/2007)
They _are_ hanging from the frame.
And extended suspension would be what you see when cars are on a lift in the shop.
Those wheels are sitting tight in the wheel wells.
jgrover 1:00PM (9/29/2007)
I think the part where they removed the engines and transmissions was more harmful to the car then the actual hanging upside down :)
I am pretty sure these cars have been written off as an advertisement expense at this point...
I think it's a great ad campaign! Far more effective then just tossing up a few billboards or television spots...
AndyMF 1:00PM (9/29/2007)
I think Brett's right. In the picture, wouldn't the space between wheel and arch be much greater if it was secured from the wheels?
B-NOIT 4:13PM (9/29/2007)
Yeah ok. Point taken.
howard 12:26AM (9/30/2007)
HEY GUYS/GALS; DON'T YOU REALIZE YOU'RE LOOKING AT A DAVID COPPERFIELD ILLUSION? ANYBODY WHO CAN MAKE THE STATUE OF LIBERTY AND A BOEING 707 DISAPEAR CAN SURLY MAKE YOU THINK YOU'RE SEEING THREE CARS HANGING UPSIDE DOWN!
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Intrepido 2:04PM (9/29/2007)
It's not an illusion -- look at the middle car, then take a look at the car beneath it... different wheels.
howard 12:39AM (9/30/2007)
intrepido; I didn't say reflection, I said illusion! I guess I should have said OPTICAL ILLUSION! seeing something you know isn't there but you think you see it!
SuperSkyline89 2:50PM (9/30/2007)
I highly doubt its an illusion. With a car that is mass produced like the Impreza, making three empty shells would cost Subaru almost nothing. That is probably what they did. Three shells, with no drive-line components or other internal systems, only the shell, essential frame sections and some parts of the interiors.
howard 5:13PM (9/30/2007)
Superskyline89: I have to agree, it has to be something like you're suggesting! I also agree with Intrepido, tthe different wheels is a clincher! Just trying to keep you all honest! LOL
Brett- BMW Advocate 1:10PM (9/29/2007)
when auto manufactures ship cars they put these i guess they're called, spacers, in between the suspension springs to keep them from bouncing during shipment. So that explains the tires snug against the ramps.
but yes, very smart idea, they need to incorporate that marketing technique here in America!
that and on-building advertisements like MINI's idea in Frankfurt: http://www.autoblog.com/2007/09/22/video-mini-clubman-ad-banned-in-frankfurt/
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nagmashot 1:56PM (9/29/2007)
The only interesting thing in that picture is the Mercedes Actros 2546 truck :)
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Chaz 2:08PM (9/29/2007)
let's hope it doesn't "Citaro" and ruin that lovely display
dskinner 2:22PM (9/29/2007)
I bet they removed everything but what can be seen when you drive by to keep the weight down, and that they will use them for advertising alone. Those cars (at least the ones that are flipped) are probably never going to be sold.
If I'm wrong, anyone that buys a JDM WRX, should ask "So has this car ever been flipped upside down?"
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