IDEA: Subaru owners knew it almost before the company
did. It was always about love. "If you ask a Subaru owner what they
think of their car, more times than not they'll tell you they love it,"
said Alan Bethke, director of marketing communications for Subaru of
America. "It was always in front of us, but never utilized in the
marketing." That changed five years ago, when Carmichael Lynch launched
work with that simple theme: "Love." In the years since, the ads have
told poignant stories across the four thematic pillars—longevity,
safety, versatility and adventure—that resonate with the target, defined
as doers deeply engaged with life, others and the world. The automaker
is particularly adept at father-daughter tales—like "Baby Driver,"
the Emmy-nominated spot from 2010, and now "Cut the Cord," about a
girl's first day of school. The results are impressive. The Japanese
company has doubled U.S. sales in five years, and in March had its best
U.S. sales month ever. "It's a testament to the great work happening all
around the company," said Subaru spokesman Michael McHale, "but
notably, I think, in marketing."
COPYWRITING: The writers try to find slice-of-life
stories that humanize what those four themes mean to everyday people.
Often, the ads are about life stages—in "Cut the Cord," a dad puts his
daughter on the school bus for the first time, then drives alongside it
to make sure she's OK. "That's a trying moment for anyone," said
Carmichael executive creative director Randy Hughes. "He buys the safest
car money can buy. And then he has to put his daughter in someone
else's hands." The dialogue is minimal—small talk, mostly improvised.
(Having the scripts be loose allows more truthful moments to emerge, the
agency believes.) "I'm overprotective. That's why I got a Subaru," the
dad says in a voiceover. "Love. It's what makes a Subaru, a Subaru." The
word "Love" appears—the letters stable at first, then cartwheeling
joyfully around. It's followed by the Subaru logo and global brand
statement, developed in Japan: "Confidence in motion."
FILMING/ART DIRECTION: Vince Squibb shot the spot in a
day in Long Beach, Calif. He had a meticulous eye for detail,
particularly with costuming. "Wardrobing that little girl and playing up
her classic look—she has a timeless quality about her that's pretty
charming—that was a really good move," said Hughes. The whole campaign
has a brightness and warmth, rooted in realism. "These stories make you
feel good in some way," said Hughes. "Sometimes they make you want to
cry, but in a good way."
TALENT: The girl has a remarkable presence. "She was
so measured. It was amazing," said Hughes. "We're saying, 'Just look a
little scared,' and she had a way of doing it that was very natural. We
didn't get 100 takes like this one. The little crinkle of her face was
just right, and a shock wave goes through the set, and you know you got
it." The dad exudes pain and love. "He's a professional," said Hughes.
"He's got a suit on, he's got a nice Legacy, he's going to work. But
this is an important moment, and he goes with it. And your heart goes
out to him as he reacts to her."
SOUND: The song is "Keep Me in Mind," by Tashaki
Miyaki. The lyrics fit perfectly, if obliquely. ("I want to be the one
that's on your mind/I want to be the one that's by your side.") "We look
for tonality that is part of the emotion we're trying to bring
forward," Hughes said, "and then lyrics that help the story get a little
bit richer."
Courtesy of AD Week
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