• May 19, 2011

Subaru of America, Inc. is hoping to appeal to young Chinese Americans with a new advertising campaign produced in Cantonese, Mandarin and English that promotes Subaru's 2011 Legacy. The media mix features TV, print, online and out-of-home running in key Asian-American markets, including Los Angeles and San Francisco.

The campaign, "Sweet Tomorrow," is via AdAsia and Park Productions. Creative touts Subaru safety and reliability by focusing on the lives of expectant parents. The spot tells the story of a young Chinese couple who are trying to balance tradition with their Chinese-American lifestyle. In the process, the couple chooses Subaru as their chariot of choice for their impending parenthood.

Subaru says the it hopes to interest consumers in their early to late 30's by tying life stages to style cues, such as preparing for the birth of a child; hobbies; attire and decor. The new campaign is set to run through October.

AdAsia's other work for Subaru includes a campaign for the brand's 2011 WRX car and an effort around Asian Lunar New Year.