To market its products, Subaru of America has applied various themes on its ads -- reliability, relationships and "love." Now, Subaru, along with agency Carmichael Lynch, Minneapolis, is working on a new ad dubbed as "They Lived," which borders on an unusual theme – death by car accident. The ad, however, will focus not on fatalities due to car accidents, but rather on close calls with death following such incidents.
The ad, which is still under development, shows a wrecked Subaru. Each person who sees the ruined Subaru can’t help but watch in horror until news came: "They lived."
Then the family who survived the crash starts climbing into their new Subaru Outback, which has the same color as the wrecked unit. The driver then says, "We lived, thanks to our Subaru." The ad is closed by Subaru’s long-running tagline: "Love. It's what makes a Subaru, a Subaru."
Dean Evans, Subaru's chief marketing officer, remarked during a sneak preview at an Automotive News marketing conference that the Outback is generating some of the highest scores ever in research.
He said that the new TV spot will roll out this fall as part of "safety pillar" breaking in November and December. Subaru spokesman Michael McHale said that the ad is based on true stories wherein owners say that their Subaru saved their lives or a loved one, in a crash. In fact, the vehicle featured is an actual wreck where the driver survived.