Subaru: The 2011 Mediocrity

2011

Art Direction, Advertising, Creative Direction

Faux car and car company created to support its antithesis: The new Subaru Legacy.

To help promote the new Subaru Legacy, we decided to create its antithesis: The 2011 Mediocrity Sedan. We launched the car as if it were a real vehicle, from a real car company. We designed the car and had it built. We then created a series of spots to promote the launch of this new vehicle. We spared no details and launched the meticulous 2011 mediocrity site, which included a build-your-own car configurator, dealer locator, specs page, online store (with faux products), photo gallery, a lackluster video game and more. Throughout the site, visitors could always choose to "eject" by clicking on any of the orange tabs, which would take visitors to the alternative to mediocrity, the 2011 Subaru Legacy.
One of my favorite elements on the site is the Mediocrity Video Game. Which is probably the most lackluster video game ever created. Players are given the option to choose one of 3 cars: The Base Model, Convenience Model or the Power Model. The only noticeable difference being that each one has its own game music. The game is simple. Try to play for 2 minutes. If you make it to the end, you get, well...nothing, except a congratulations screen and a really sad ending theme that I made.