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.

Credits

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

Music: Vapor

Photographer: Chris Robinson

Digital Imaging: Pierre Bourjo

Mac Artist: Jeannette Downes

Client: Subaru Canada

Client Team: Don Gill, Sara Pimentel, Cynthia Bouris, Ted Lalka