Subaru’s Ignite Your Senses: Where Action Film Meets Advertising
A new commercial campaign from Subaru rejects the notion that marketing and advertising are solely for the purposes of sales rather than adding real excitement to the lives of consumers. Jeff Pangman has served as a line producer on productions for such instantly recognizable names as Under Armour, PetSmart, and other but he notes that something truly extraordinary has been created for Subaru’s “Ignite Your Senses.”
This campaign leverages social media, thrilling cinema, and even one’s own taste buds to communicate the potential thrills in your life if you’d only engage. Seen on CTV, TSN, Sportsnet, Discovery Channel, and online platforms like YouTube, Facebook, and Instagram, the hub of this campaign is a thrilling commercial that conjures visions of heart-pounding auto-action films as Wanted, Ronin, and Baby Driver. Not surprisingly, the ad played in cinemas all across Canada.
If you stumbled across this commercial online or sat down in the theater as it began to play, you’d likely think the main feature film was starting. The visual language of this brief action production is complex and exudes personality. From the unique casting to the swiveling/shaking camera movements, “Ignite Your Senses” feels different than any other commercials. As the blue Subaru BRZ races through the nighttime skyline and drifts through an empty parking structure, the grin on the main character’s face is transferred to the audience.
The thrilling nighttime driving sequences were captured in downtown Toronto by cinematographer photographer Jeremy Snell (known for his work with such notable actors as Oscar winner Matthew McConaughey) and the expert driving skills of precision driver Patrick Cyr. Cyr is a living legend in the world of drifting and famous as a competitor in the Drift Mania Canadian Championship (DMCC) since 2007. Footage as exciting as this comes not only through talent but also the attention to detail and experience in planning that an expert like Jeff Pangman wields.
He remarks, “Allowing others to do their job safely and with confidence starts with me planning and preparing for everything. Safety is a top priority when filming car commercial stunts, so my implementing a closed course and closed set, hiring Patrick, and having emergency medical personnel on standby was crucial. Communication is extremely important. Filming in a downtown city at night with a stunt driver requires close coordination between the director, stunt coordinator, and other key crew members. It requires specialized equipment, such as camera cars and specialized lighting equipment, permits and permissions from the city authorities.”
While the adrenaline fueled heart-thumping driving scenes are a focus of attention, the charm of the diner scenes are no mere backdrop. The connection of the hot sauce to the experience of driving the BRZ is reinforced with moments of pyrotechnics in the restaurant. Pangman notes that vital safety precautions and instructions to the cast & crew were in place for the filming of these scenes. The juxtaposition of these drastically different settings (a dingy diner and a car racing through the dark streets) is a huge part of what makes this production so enticing.
The suggestion that our more mundane moments can transform in an instant by making a small choice; this is what appeals to our inner extrovert. To prompt us, Subaru has brought a piece of this ad to life with their limited-edition real-life BRZ-branded hot sauce. The campaign has also introduced a Snapchat game courtesy of Unique Quebec (developed in partnership with Agence Rinaldi). Subaru wants to bring the consumer “inside” the commercial “Ignite Your Senses” to become the protagonist of your own adventure.
Writer: Calvin Hooney
