Subaru Made A Hot Sauce So You Can ‘Taste Drive’ The Thrill Of Sports Cars

Sports cars have always been synonymous with “hot”—be it the vehicle itself or the person driving it. To take this concept a step further, Subaru is bringing the heat by launching a hot sauce alongside its brand-new BRZ.

This time, instead of just featuring in a quirky commercial, the automaker is also giving fans a “taste drive” of the condiment at select dealers and social media giveaways.

The short tells the story of a man who stops by a pizza shop but is distracted by the BRZ parked just outside. When he takes a bite of his meal, drizzled with BRZ Hot Sauce offered by the chef, he finds himself in an incredible drag race through the city in the vehicle he was dreaming of.

Gary Sappleton, Director of Marketing and Brand Management at Subaru Canada, noted that the brand’s newest supercar “had to make drivers feel something visceral and fun,” hence the idea of using scorching hot sauce to convey the “thrilling performance and style” of the BRZ.

Interestingly, according to LBB Online, customers who snag a bottle of the BRZ Hot Sauce will find a QR code that allows them to stop into an augmented-reality (AR) scenario. 

You’ll be tasked with navigating the all-new BRZ through a street course while collecting as many chili peppers as possible within a minute.

Take a look at the entire commercial below.

[via LBB Online and The Message, cover image via Subaru Canada]