The Impreza is Subaru's small passenger car that competes in the most crowded automotive category in Australia. A category that’s largely driven on price and advertising promoting features like voice controlled audio systems and shoe compartments. Not a lot of substance. The challenge was to create a campaign that sets Impreza apart. Our insight was that there are a hundreds and thousands of small cars on the road, but only one with the added grip, control and fun driving experience of All-Wheel Drive. We brought this difference to life with a product demonstration by driving the Impreza in 8 tonnes of real hundreds and thousands.