Subaru isn’t the car you drive when you want flashy details. It’s the car you drive when you’ve done your homework on engineering prowess. The Subaru scores really well on safety, reliability and capability.
The new XV was awarded Euro NCAP’s Best in Class for Safest Small Family Car 2017 and uses a combination of always-on symmetrical all-wheel drive and balanced Boxer engine to enhance its capability.
So MullenLowe London has put out a rallying cry to those drivers who “get” that the real benefits of a street car lie under the bonnet and in the computer. Subaru has a new platform, Better where it matters…
…And an intentionally non-car-like ad to launch the new model, XV.
One that avoids car ad words like “ultimate” and clichés like aerials shots of the car on winding country roads. One that makes the most of a budget that’s not as fat as the others. And makes Subaru stand out.
Here it is:
https://youtu.be/rXySThyCWJI
Subaru communications manager, Alexandra Lyons, commented, “Auto advertising all looks and feels the same. The engineering that goes into our cars sets Subaru apart from that style over substance. We don’t have the biggest marketing spend in the car market so we need to outsmart others to win attention, and this work for the XV does just that.”
The full campaign, that launches on January 19, includes TV, cinema, print and online creative and a media partnership with National Geographic.
Credits:
Creative Agency: MullenLowe London
Executive Creative Director: Mark Elwood
Creative Director: Augusto Sola
Creative Lead: Gavin Cumine
Creatives: Greg Stekelman, Drew Davies & Angus Crombie
Designers: Dave Allen & Harry Ingrams
Executive Partner: Laurence Green
Business Lead: Ross Farquhar
Account Directors: Alex Gillespie & Georgina King
Account Manager: John Stowell
Strategist: Joe Smith
Producer: Luke Judlin
Creative Producer: Josh Burley
Production Company: Stink Films
Director: Keith McCarthy
DOP: Christopher Sabogal
Executive Producer: Jon Chads
Producers: Josh Barwick & Peter Knowles
Production Assistant: Chloe Fernandes
Sound Design: UNIT Sound
Designer: Jamie Thomas @ UNIT
Post Production: Stitch
Editor: Tim Hardy
Colourist: George K @ MPC
Client: Subaru Group
Marketing Director: Chris Hawken
Communications Manager: Alexandra Lyons
