There have been some interesting ways to present that (apparently) essential off-road torture test when advertising SUVs of late – none as funny as this, none as relatable for its audience. Zulu Alpha Kilo has imagined the new Subaru SUVs as teenagers. The campaign is a series of docu-style interviews with “parents” talking about what it’s like to have a rebellious “Crosstrek kid”. In a series of broadcast and online videos, the vehicles are also seen to splash through mud, traverse cliffs and plough through sand dunes with ease, demonstrating their true versatility – all while defying their “parents’” rules.
“We needed to appeal to a younger target audience while keeping true to the personality of our brand,” stated Ted Lalka, senior vice president, marketing & product management at Subaru Canada. “This launch was about generating awareness in a very competitive segment and showcasing the capability of the Crosstrek.”
Subaru is teasing the launch across social media before launching nationally in Canada with TV, digital, OOH, and other social initiatives.
“When you look at the work, it’s amazing that we were able to give the Crosstrek its own personality,” commented Zak Mroueh, chief creative officer and founder at Zulu Alpha Kilo. “This campaign will resonate and stand out against the competition.”
Zulu Alpha Kilo led the strategy and creative development; Agence Rinaldi handled Quebec market creative; and OMD was behind the media planning and buying.
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Associate Creative Director/Art Director: Jacob Gawrysiak
Associate Creative Director/Copywriter: George Ault
Account Team: Lauren Boultwood & David Tremblay
Planning Team: Carly Miller & Tim Hopkins
Production Company: Revolver
Director: Scott Cudmore
Producers: Clare Dietrich & Teresa Bayley
Post Production: Zulubot
Editor: Max Lawlor
Photographer: Chris Robinson
Digital Imaging: Pierre Bourjo
Mac Artist: Jeannette Downes
Client: Subaru Canada
Client Team: Don Gill, Sara Pimentel, Cynthia Bouris, Ted Lalka