Nicole Milette
Director, Digital Strategy & Social Media at Red Urban
Toronto, Canada
TitleReasons Trio
Agency
Campaign 2015 Subaru Impreza – Reasons
Advertiser Subaru Corporation
Brand Subaru Impreza
Date of First Broadcast/Publication 2015 / 3
Tagline confidence in motion
Story Subaru partnered with Toronto-based advertising agency Red Urban to create a series of TV ads, which show why the Impreza is made the way it is and just how much it can really handle. From birthdays to bad days, from potholes to A-holes, from people on their phones to epic storms, the commercials feature the Impreza facing a variety of different, sometimes harrowing situations. 
Philosophy A new campaign for the Subaru Impreza shows how the Impreza is different from other compact cars for a reason. The differences include standard Symmetrical Full-Time All-Wheel Drive, a Subaru Boxer engine that has cylinders that lie flat for a lower centre of gravity, and an available Eyesight® collision avoidance system. The reason is everything that life and driving throws at us every day.
Subaru partnered with Toronto-based advertising agency Red Urban to create a series of TV ads, which show why the Impreza is made the way it is and just how much it can really handle. From birthdays to bad days, from potholes to A-holes, from people on their phones to epic storms, the commercials feature the Impreza facing a variety of different, sometimes harrowing situations.
There is one :30 and two :15-second versions of the TV spot that are the final cogs in a multi-faceted campaign that includes digital display, print and radio. All the elements in play speak in an emotionally compelling and relevant way to a younger demographic consisting of men and women between the ages of 25 and 35. Rather than listing technical specifications, the campaign uses a variety of media to tell the Impreza story and demonstrate how its features could fit into their lives.
“In the past, Subaru has focused more on the pure driving experience with Impreza, kicking up dirt in the desert etcetera,” said Christina Yu, Executive Creative Director, Red Urban. “We wanted to show the versatility of the Impreza and how it can tackle the everyday, as well as the unexpected, unlike any other compact car.”
"The Impreza really is quite different from anything else in the compact car segment," says Geoff Craig, Director, Marketing, Subaru. "This campaign highlights these differences and the reasons behind them, driving consumer consideration for Impreza in an engaging and human way."
The TV ads highlight the emotional benefits of the Subaru Impreza’s differences and shine a light on some of the cosmetic changes that have been made to the 2015 model. The print ads explain the Impreza’s features in more detail. The radio spots use clever sound design to showcase key features in a different way altogether. Like the Impreza itself, the campaign is anything but typical. It will be in market until the second week of June. 
Media Type Television
Length
Production Company
Post Production Company
Executive Creative Director
Senior Creative
Senior Creative
Senior Creative
Art Director
Art Director
Copywriter Angeline Parsons
Copywriter
Producer
Director, Strategy & Development
Director, Digital Strategy & Social Media
Director, Client Services
Group Account Director
Director
Line Producer
Executive Producer
Director of Photography (DOP)
Editor
Assistant Editor
Executive Producer
Transfer
Colourist Billy Ferwerda
Online
Flame Artist
Assistant Flame Artist Joe DiClemente
Music Production Company
Composer/Producer/VO Director
Sound Designer/Engineer
Executive Producer
Account Coordinator

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