Subaru teams up with guitar hero Harts and uses Wah pedal to drive its new WRX
The accelerator of a new Subaru WRX was replaced with a Wah guitar effects pedal to turn the car into a musical instrument for the launch of the new car in Australia.
The Japanese car brand brought in Melbourne guitar prodigy Harts to perform in the car for the experiment, with his guitar linked to the Wah pedal which was being used to drive the vehicle.
https://www.youtube.com/watch?v=h7jbVHFn6dQ
Sydney creative agency Disciple is behind the campaign, which is aimed at engaging a new audience whilst retaining the attitude the brand’s enthusiasts love.
“The Wah pedal has created some of the most distinctive riffs, solos and ‘wacka wacka’ moments over the past 40 years,” said Alan Wilson, copywriter at Disciple.
“Many legendary guitarists have performed with it on stage, and with the WRX being a legendary performer on the road, it became the perfect match.”
Harts has been described by Rolling Stones Magazine as “A supernaturally talented young buck who’s mastered Hendrix’s blistering guitar”.
He was driven in the experiment by Richard Bowers of Melbourne band Magic Bones.
The wah pedal was modified by creative technologist James Bush and Subaru national technical advisor, Robert Choon, the pedal controlled the WRX Boxer Engine and the ‘wah-wah’ sounds blasting out of the Marshall amp created by Harts.
Andrew Caie, Subaru’s general manager of marketing, said: “This was an original project that grew out of that classic feeling of barrelling along in a great driving car with a great music track and the volume blasting.
“That’s what made it fun for the team, including Harts. Harts brought no airs and graces with him. All we had to do was throw in a few really passionate technical people, crew, musos – and a WRX of course – and away it went.”
The campaign was directed by Peter Moore from //13&CO and will rollout nationally from today, featuring a short film and is accompanied by feature videos, social and online nationwide.
CREDITS
Creative Agency – Disciple
Creative Partner – Pete Buckley
Creative Partner – Tim Brown
Planning Director – Kathy O’Connor
Art Director – Peter Defries
Copywriter – Alan Wilson
Account Director – Vincent Pled
Designer – Ilya Aronovich
Creative Technologist – James Bush
Client – Subaru Australia
General Manager, Marketing – Andrew Caie
National Marketing Manager – Amanda Leaney
Brand Marketing Manager – Josephine Furlong
National Technical Advisor – Robert Choon
Production Company – //13&CO
Director – Pete Moore
Executive Producer – Roy De Giorgio
DoP – Adam Eden
Editor – Joe Morris
Sound Design – Andrew Stevenson
So cool. Well done all.
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https://www.youtube.com/watch?v=0foZQ5-G2OE
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I understand the classic and legendary links to Wah-Wah/Hendrix and the WRX but wouldn’t the car just be constantly lurching forward due to the nature of oscillating the Wah-Wah pedal for the right sound?
Also, interesting that the Subaru sounds like the classic boxer egine rumble sound when in actual fact the 2015/16 WRX sounds like an inline 4 (not as grunty) due to the even length exhaust headers. Seems to be promising the public something they cant have.
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Can you get it on vinyl?
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