Subaru Latest Campaign is Keeping the World as Safe as its Cars

Subaru Canada is taking a fresh approach to remind drivers that there’s nothing safer than a Subaru. The campaign leverages a series of TV and online videos that demonstrate a variety of features that consumers can expect to help keep them safe, while on the road. 

One of the videos opens on a man and his dog running through tough winter conditions with ease, while everyone else is slipping. The story focuses on the safety associated with Full-Time Symmetrical all-wheel drive technology. Another video shows a mother and her daughter going down a slide before suddenly coming to an erupt stop and avoiding a collision with a boy climbing the slide from the bottom. The film demonstrates the safety associated with Eyesight pre-collision braking. The third video shows a woman walking in heavy rain with a dark umbrella and not seeing a bike courier that almost runs into her, later revealing the safety associated with having fewer blind spots.

“This campaign was designed to be quick and hard hitting,” says Ted Lalka, vice president, marketing and product management. “We wanted to feature some of our class leading safety technologies in a way that would draw our audience in and in a way that they could relate to.”  

Subaru launched the campaign nationally using a mix of online, social media and TV.

“We saw this campaign as a great opportunity to elevate the brand’s safety perceptions,” says Susie Lee, creative director at Zulu. “By leveraging people instead of cars in these scenarios, it tells a more emotional story that stands out from the rest of the category.”

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