automotive

Subaru Partners With Amazon To Highlight Large SUV

Subaru of America is partnering with Amazon to create a custom co-branded landing page featuring its new three-row large SUV, Ascent, and Amazon products together. 

The page will house a Playfull video that includes an Amazon Alexa-enabled device, as well as information about the Ascent and Alexa-enabled products that can be used within the car. Playfull is a new co-owned platform from Buzzfeed and NBCUniversal.

The content will share road trip tips, provide back-to-school hacks and highlight growing up in a big family. Through the NBCUniversal partnership, a Subaru Ascent will be present on the "Today" show plaza for a back-to-school segment featuring tips for families gearing up for the return to class.

Starting in late September, the Ascent will be featured in a co-branded campaign across some of Amazon’s highest-profile media placements, including the Amazon homepage, Amazon Fire Tablet and Fire TV.

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TV spots, breaking today, feature three different Ascent owners to play up the versatility of the automaker’s largest vehicle yet.

The spots, from Carmichael Lynch, will run in 30- and 60-second versions. "Dream Big" features two concerned parents struggling to reconnect with their teenage daughter.  "Big Day Out" shows a curiously precocious little girl leading a big family around town to visit her favorite spots.

Important Moments” is a cinematic, suspenseful commercial that shows a father recalling a burst of tender family moments in an instant -- which is the time it takes his Subaru Ascent’s EyeSight Driver Assist Technology safety feature to engage.

The spots, which feature a new tagline, “Love is Now Bigger Than Ever,” also highlight other safety and performance features, including Subaru Symmetrical All-Wheel Drive.

The new Ascent campaign "showcases the love, dependability and life-affirming moments that matter most to our Subaru drivers,” stated Alan Bethke, senior vice president of marketing, Subaru of America, Inc., in a release.

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