Subaru is developing an ad based on real-life close calls

Article by Anita Panait, on October 15, 2013

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.

Compared to other two-row crossovers, the new Subaru Outback is smart-sized. It is an agile and off-road-capable wagon boasting of a mid-size interior. It is as easy to handle as a passenger car but is also as versatile as a sports utility vehicle. With a ground clearance of 8.7 inches, the Outback sits higher than large SUVs and crossovers. Interestingly, the Outback is still able to feature a low step-in height.

The new Subaru Outback could accommodate up to 105.4 cu. ft. of total passenger volume and up to 71.3 cu. ft. of max cargo capacity, when the standard 60/40 split rear seatbacks are folded down. Moreover, the rear cargo area of the new Outback is deeper and wider than in several SUVs.

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Topics: subaru, advertising

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