“I’ve been into music my whole life, so one of the things I was thinking of was, ‘Nothing’s got that attitude like rock music’,” says Wilson. “I’ve played guitar most of my life as well, and we came up with the idea like, ‘How awesome would it be if we modified the accelerator pedal of the WRX with a wah pedal and got this guitarist to sit around playing with it,’ so then you use the actual car as the instrument.
“We looked back to the guitar heroes of the past ten years and there’s not many that stand out,” Wilson continues. “Then, in the last six months, Harts has come round and he’s incredible to listen to [and] incredible to watch,” he says. “As far as singer/songwriters who can still shred the guitar and play Hendrix-esque style music, there’s no one else like him around.”
So what is it that sets the W-WAH-X campaign apart? It’s a whole other type of collaborative beast, one that harks back to the old-school cool of the guitarist rock star and gives credence to the possibility of forward-thinking ad campaigns that offer creative value.
The ad isn’t found wanting for drama or sheer entertainment value. The clip opens veering over a plane to reveal the 2016 WRX Premium, surrounded by a hefty load of Marshall stacks that would make the likes of J-Mascis proud. Harts is professing his love for Hendrix and his weapon of choice: the wah pedal. It’s an effect that sits at the forefront of musical innovation and experimentation. A long-time vehicle for guitarists’ creativity and innovation is reimagined and repurposed before our very eyes. For all rock lovers and tech heads, it’s fascinating viewing. And for everyone else, there’s the building expectation that this is going to be epic.
When the actual experiment does go down, it’s bursting with sonic mayhem and hammering exhilaration. The back and forth, man and machine performance undulates at high speeds as Harts’ lead responds to the acceleration, and subsequent wah of the vehicle. Driving down the plain straight the clip peaks with impactful revs, and a rush of guitar notes fizzing and combusting, all oomph and groove.
This might not be Hendrix slaying at Woodstock, guitar behind his back, soon to be orange and red in a blaze of fire. But, in this day and age, it isn’t far off. Harts is the closest thing we have to a modern-day Hendrix. Burgeoning talent, luscious licks, and a performative flair – he’s got it all. Beyond entertainment and drama, this is a large-scale creative project invested in, and, embracing of local musical and advertising talent. “It’s a win-win really, because you’re able to create incredible content but it’s also awesome for Harts because he’s being supported by what, pretty much, is like a global brand,” says Wilson.
BY CHRIS SCOTT
