TitleIntro
Agency
Campaign Dog Tested. Dog Approved.
Advertiser Subaru
Brand Subaru

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Type Television & Cinema
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About Carmichael Lynch

We are a full-service advertising agency with a history of creating powerful emotional connections to brands. In creating these connections we do more than make our clients’ brands top of mind for their target. We find soul mates for our clients’ brands.

We are able to achieve this because we don’t use a rational approach to sell a brand, but rather emotion to make people want to share ownership for that brand. Such emotional bonds can rekindle the love customers once had for a brand, attract new enthusiasts, motivate employees and reinforce existing loyalists.

Our enemy is complacency, mediocrity and the conventional. We rally against the ordinary and hold sacred the power of inspiration: to transform, to instigate, to delight, to create devotion. 

Unlike most great creative agencies, Carmichael Lynch owns and operates a sister public relations firm, Carmichael Lynch Spong, that has achieved Agency of the Year honors from PRWeek, Holmes Report and PRNews trade magazines. For many of our clients, Carmichael Lynch works hand-in-glove with Carmichael Lynch Spong, which is regarded as the undisputed champion of best practices in public relations with few PR firms winning more awards for their work nationally. 

Latest News

Subaru's New Ad Revisits Some Old Ones, and Shows Why the Campaign Works So Well

See the original article via AdWeek. 

 

Years into its ongoing and successful "Love" campaign, Subaru has been named Kelley Blue Book's 2016 Most Trusted Brand and Best Overall Brand. And to look ahead, it's looking back—at scenes from its most beloved Carmichael Lynch spots, in a warm commemorative message for the people who love it best ... and maybe for some new drivers, too.

"Proud to Earn Your Trust" kicks off with a throwback to "Subaru Heaven" (itself already nostalgic and heartfelt) but also features that glorious sunset shot from "Welcoming Party," as well as moments from "Baby Driver," "Honeymoon" and "Back Seat."

Its storyline explores the times when people especially appreciate having a Subaru—road trips, childhood benchmarks, even accidents. It warmly concludes, "Every Subaru is built to earn your trust ... because we know what you're trusting us with," followed by closing copy that winks to the campaign's theme: "Love. It's what makes a Subaru a Subaru." Subaru's New Ad Revisits Some Old Ones, and Shows Why the Campaign Works So Well Nostalgia, and love, in a road trip down memory lane By Angela Natividad

"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, svp of marketing at Subaru of America.

"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."

If the piece warms cockles and hearts, it's only partly because we can use it to relive the campaign moments that felt particularly powerful to us at the time. That will appeal to existing Subaru drivers, like TV shows that sign off with a nostalgic survey of every big moment you experienced with a beloved character.

But it's also a powerful primer on why "Love" works so well. The new-car smell, sexy features and sense of open road are only the tingly surface aspects of buying a fresh set of wheels—what most car advertisers focus on.

What Subaru knows, and has so craftily explored over time, is that when a car truly becomes part of your life—a trusty companion when alone, a reliable accomplice when with friends, a safe vessel for your family—it becomes unique, singular and painful to replace.

That small nuance might just be enough to talk a mulling prospect off a flash-in-the-pan cherry red convertible ... and into a hardier (but heartier!) Forester.

Catch the spot from now through September, across cable TV and network late-nights. 

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