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Subaru Shuns Pricey Football Game For Bowser Bowl

Subaru will run at least seven "low cost" TV commercials during the Puppy Bowl that will air on the Animal Planet channel opposite the Super Bowl on Feb. 7, Jean Halliday reports. The spots feature dogs as drivers and passengers in funny, humanlike situations.

The ads are part of a new blitz themed "Dog Tested" and are part of Subaru's nearly year-old sponsorship of the American Society for the Prevention of Cruelty to Animals, according to CMO Tim Mahoney. Subaru dealers have staged nearly 200 pet adoption events, Mahoney says, and the dogs in the ads are all from animal shelters.

Subaru led the industry with a U.S. sales increase of 15% in 2009. COO Tom Doll credits improved products and increased spending on advertising and marketing during the past two years. Without elaborating, Mahoney says his 2010 ad budget is about the same as 2009.



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