G.O.A.T. was yet to be a thing when The Monkeys shared the fun of a bloke competing with a goat to reach the highest peak last year. The ad tapped into a rich assortment of other bits of culture – male competitiveness, offbeat humour, goat videos…and the fact that goats can climb anything, no matter how rugged – or ridiculous.

And the story was told superbly.

The Monkeys & Holden Australia: Can this car ad ever be outdone?

Zulu Alpha Kilo hasn’t outshone The Monkeys goat car ad, but has used the G.O.A.T. trend cleverly.

The agency’s collection of campaign films demonstrate why the All-New 2020 Outback is the G.O.O.A.T. (Greatest Outback Of All Time).

“We figured a cheeky showdown between a Subaru Outback and a mountain goat would be a great way to get the attention of our target,” explained Zak Mroueh, chief creative officer and founder at Zulu Alpha Kilo.

“We operate in a very competitive environment where the expectation for new vehicles are, they perform and handle everything Canada has to throw at it,” added Ted Lalka, vice president, marketing & product management. “For the launch of the new 2020 Subaru Outback, we knew it had to be disruptive and talk-worthy.”

Subaru is teasing the launch across social media before launching nationally with TV, Digital, OOH, Print, and other social initiatives. The showdown between the G.O.A.T. and the G.O.O.A.T.  will also be finding its way into dealerships where people can test drive the G.O.O.A.T. for themselves.

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

Credits:

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Creative Director: Susie Lee, Jonathan Smith

Art Directors: Michael Siegers & Alem Duranovic

Copywriters: Jonah Flynn & Jackson Kemp

Strategic Planner: Tim Hopkins, Carly Miller

Account Management: David Tremblay, Tony Ciccia & James Farquharson

Broadcast Producer: Revital Grunberg

Agency Print Producer Houng Ngui, Allison Dick

Production House:  Spy Films

Director: Fatal Farm

Executive Producers: Natalia Winardi

Line Producer: Vanessa Lenarduzzi

Director of Photography: Todd Duym

Editing: Jay Baker @ Zulubo

Compositor & Online: Alter Ego

Special Effects: Darren Achim & Eric Perrella

Animation: Ian Flaig & Tom Wolstenholme

Colour: Eric Whipp

Post Producer: Pallavi Joshi-Firby

Audio Post & Music: Eggplant Music & Sound

Audio Director:  Adam Damelin

Producer:  Nicola Treadgold

Engineer:  Nathan Handy

Photographer: Noel Hendrickson

Studio Artists: Jeannette Downes & Brandon Dyson

Client: Subaru Canada

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