• by Tanya Gazdik , Staff Writer, July 12, 2016

Subaru of America is celebrating being named “Most Trusted Brand” and “Best Overall Brand” by Kelley Blue Book with a new TV spot.

"Proud to Earn Your Trust” is a compilation of some of the brand's most iconic "Love" ads. It looks back on the emotional moments that contribute to earning the trust of a record number of Subaru customers, ending with the brand message: “Love. It's what makes a Subaru, a Subaru.”

Created by Minneapolis-based Carmichael Lynch, both 60-second and 30-second versions of the spot will air throughout the months of July, August and September across cable television and network late-night programming.

While it’s par for the course for an automaker to mention awards in passing during TV commercials, creating a spot that focuses on an award is unusual. Kelley Blue Book, which recently released a brand campaign of its own, doesn’t mind the attention.

“We are thrilled to be a part of Subaru’s new ad,” says Jessica Stafford, vice president of marketing at Kelley Blue Book’s parent company, Cox Automotive. “The best part about Subaru’s integration is that the Kelley Blue Book award is incorporated into the purpose of the message, truly driving the story of the ad forward.” 

The spot features call backs to previous ads, including ”Welcoming Party," a story of a group of brothers traveling to Maine on New Year's Eve to take in the first sunrise of the year and "Subaru Heaven," which follows an owner dropping off his old Forester to be sold for parts. Other ads featured in the new spot include "Baby Driver,""Honeymoon" and "Backseat," all directed by Jake Scott.

"Over the past eight years, we've seen our ‘Love’ campaign resonate incredibly well with consumers, who often feel a personal, emotional connection to the brand and the stories we've told," says Alan Bethke, senior vice president of marketing at Subaru of America, in a release. "With this new spot, Subaru gives a nod to the past while continuing to move forward in earning and maintaining the trust of our owners.”

The spot also is available on Subaru of America's YouTube channel, which is touting the KBB award in the photo at the top of the web page. 

MediaPost also honored Subaru COO Thomas Doll this year with its “Marketer of the Year” Marketing: Automotive award. We are still waiting on the commercial focusing on that achievement. Just kidding. Kind of.