Subaru of America is launching a campaign today that includes a series of new advertising spots centered around the launch of the 2020 Outback.
Creative from Carmichael Lynch gives viewers an intimate look into the lives of three different Outback owners, highlighting the vehicles' capability, safety and reliability.
In "Where the Heart Is,” a young family takes a road trip through Arches National Park in the all-new 2020 Subaru Outback. Subaru is the largest corporate supporter of the National Park Foundation. There is both a 30-second and 60-second version of the spot.
The campaign also introduces “Easy Commute," a true story based on a Subaru owner’s lengthy 120-mile commute to work each way for 15 years. The automaker follows Sherrie and her Outback across mountains and years, racing her journey to the students that depend on her. There is both a 30-second and 60-second version of the spot.
Finally, "Moment of Silence” shows how, on the road, a family’s life can change in the blink of an eye. The spot imagines the memory of a car accident from the point of view of the victim's father, showing the fear, disbelief, and the relief that comes with knowing what he loves most was protected by the dependable safety of a Subaru.
The Outback has earned the highest model loyalty in its class for the past three years, says Alan Bethke, senior vice president of marketing, Subaru of America, Inc.
“Our latest Outback advertising campaign reinforces our commitment to creating vehicles that not only keep our owners safe on the road, but also enhance their lives,” Bethke says in a release.
All spots can be viewed on the Subaru of America YouTube channel.
The campaign includes partnerships featuring National Parks, such as a three-part mini-series with Buzzfeed. The series will include Buzzfeed’s first-ever automotive-partnered Eko quiz, a medium that allows consumers to choose their own adventure through a series of video questions.
The creative campaign will also feature a partnership with National Geographic to create custom content that highlights the all-new 2020 Outback as the enabler of adventure.