There’s a formula for pharma commercials. It’s ripe for parody. And that’s exactly what Zula Alpha Kilo has done for Subaru, because parodying the pharma TV commercial format is also perfect for delivering Subaru Impreza 2020’s premise – it’s the car to cure boredom, or as the ad states, the car that “elevates feelings of woohoo”.

The aim of the campaign is to make the Subaru stand out in a sea of small cars. Breaking the mould of small car advertising in a humorous way is to make the campaign appeal to a younger audience.

“Being able to break through, while being relevant with a younger audience were crucial components to this launch,” stated Ted Lalka, vice president, marketing & product management.

The campaign is running across Canada in TV, digital, OOH, cinema, Spotify and with dealer initiatives. The accompanying social campaign will include everything from pointless polls on Instagram, to finding the ultimate cure for the seemingly endless stream of boring content found on social media.

“We felt that this was a fresh and unique way to differentiate ourselves from the competition,” noted Zak Mroueh, chief creative officer and founder at Zulu Alpha Kilo. “It brings a lot of attention to the new Impreza in a fun and memorable way.”

Zulu Alpha Kilo led strategy and creative development. Agence Rinaldi handled Quebec market creative. OMD managed media planning and buying.

Credits:

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Creative Directors: Susie Lee & Jonathan Smith

Art Director: Jason Lee

Copywriter: Derek Silveira

Agency Producer: Clare Dietrich

Account Team: David Tremblay, Tony Ciccia & James Farquharson

Strategic Planners: Tim Hopkins & Carly Miller

Agency partner: Rinaldi (Montreal)

Rinaldi Team: Maurice Rinaldi, Marie-France Ricard, Catherine Lalonde

Media Agency: OMD

Production Companies: Caviar & Asymetric

Director: Dave McCary

Executive Producer: Evan Landry

Line Producer: Jeff Pangman

Director of Photography: Chris Mably

Editing Company: Zulubot

Editor: Brian Noon

Compositor: Paul Binney @ Darling VFX

Special Effects: Darling VFX

Colourist: Roslyn Di Sisto @ Darling VFX

Post Producers: Stephanie Hickman & Morgan Campbell

Music House: Eggplant Music & Sound

Audio Director: Adam Damelin

Producer: Nicola Treadgold

Engineer: Nathan Handy

Client: Subaru Canada 

Client Team: Ted Lalka, Cynthia Bouris, Gary Sappleton & Curtis Lang