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.