Most automotive advertising has little to nothing to do with the actual car. It’s usually about presenting an image or hawking brand identity and then loosely associating it with a vehicle — Mercedes’ current “Grow Up” campaign is a perfect, cringeworthy example. However, enthusiasts know that the best car ads feature incredible shenanigans and loads of life-or-death action.
Dave Chapelle mocked Mitsubishi for its pop-and-lock Eclipse spot, while Top Gear honored Land Rover for winching a Defender up the side of a dam. Keenly aware of this is Subaru, which, after sending Mark Higgins and a WRX STI around the Isle of Man TT course in 2014, brought both man and vehicle to the world’s oldest bobsled run in St. Moritz, Switzerland to record another automotive spectacle.
Unfortunately, Subaru is more than 50 years too late for this particular publicity stunt. Ford filmed an identical feature in the Italian Alps with the Cortina GT way back in 1964. It even named the car after the Cortina d’Ampezzo ski resort, where it later held the event. Subaru may be calling it “boxersledding” today, but it’s really just a rehash of Ford’s classic “auto-bobbing.” (Read More…)