What's a stickbomb you ask? Well, more than 1.6 million people around the world now know thanks to a viral video from Subaru.
The Japanese car maker has taken inspiration from tyre-frying YouTube sensation Ken Block with a clip to promote its new high-performance WRX STi.
Filmed over 72 hours - with "almost no rest in between" according to the blurb on YouTube - the two-minute video depicts a remote-controlled version of the STi sliding and jumping through a scaled-down obstacle course racing a stickbomb; a wave-like explosion of intertwined ice cream sticks that is triggered at the same time as the car sets off and culminates with a massive explosion either side of the finish line.
Subaru says more than 30,000 stickbombs were created to film the ad, and that after each one was triggered it was re-constructed over and over again.
"Who knows how many stickbombs were used in total," says the blurb on YouTube.
While not as spectacular, Subaru also claims the radio control car was a one-off with its body designed on a 3D printer to replicate the car the company will use to tackle this year's Nurburgring 24-hour race in June.
The Subaru clip is the latest to be inspired by Block's popular Gymkhana series, which has included a parody in a banged-up old Fiesta, a fanboy sliding a children's toy around a warehouse and several promotional videos for radio-controlled versions of Block's tyre-frying Fords.
-Fairfax News Australia