Subaru of America, Inc. is debuting a series of spots centered around the launch of the all-new 2017 Impreza.
The new work, created by Subaru of America in collaboration with agency partner Carmichael Lynch, showcases the automaker’s latest evolution of the brand’s entry-level vehicle. The automaker says it is targeting Millennials and their on-the-go, ever-changing lifestyles.
Three national TV spots — “More,” “Moving Out” and “Rewind” — give viewers a glimpse into the lives of Impreza owners and the intimate moments when Subaru’s commitment to safety and reliability matter the most. While showcasing the different personalities that may find themselves behind the wheel of an Impreza, the spots pay tribute to the personal experiences that unite all Subaru drivers on the road.
“The all-new Impreza advertising campaign focuses on the intimate experiences that unite us all,” said Alan Bethke, senior vice president of marketing, Subaru of America, Inc., in a release.
In addition to TV, the campaign includes national print, digital video, streaming audio (Pandora/Spotify), podcast integrations and social influencers across multiple platforms. The spots will air in 60-second formats on national TV and will be featured through targeted digital and social media promotions. Digital placements include YouTube, Instagram, Snapchat, Hulu, Roku, Twitter, Facebook and car shopping Web sites.
“More”centers on bringing home a puppy and bringing home a baby. While they are two very different paths in life, they couldn’t be more similar. The spot shows that no matter how different our lives may seem, there are some feelings that we all share.
The spot “Moving Out” features the story of a little boy who grew up all too fast, the parents who can’t believe how quickly the years flew by, and the car that has been there for them all along. “Rewind” tells the surprising story of a couple who found a way to prevent the unthinkable, thanks to their car.
The spots are available to view on Subaru of America’s YouTube channel.
In addition to the creative spots, Subaru has also launched a content-driven site that will showcase narratives from real-life owners, helping them share their love and passion for the brand with others. Well-known social media influencers and Subaru brand ambassadors alike will create multifaceted content, detailing what it’s really like to drive a Subaru, that will be leveraged on the home site and on social media platforms, such as Instagram, Snapchat, Twitter, Facebook, and YouTube. Consumers will even be able to communicate with owners if they’d like to ask questions as they are shopping for a new car. Content can be viewed at www.meetanowner.com.
“The website content is user generated and not moderated by Subaru,” according to a Subaru spokesperson. “The idea was born out of an insight we uncovered during research at the onset of our development process that if you knew someone who owned a Subaru you were dramatically more likely to own one as well.”