Subaru of America, Inc. (SOA) has debuted its advertising campaign for the launch of the all-new 2015 Subaru Legacy. The new work positions Legacy with mid-size sedan buyers as a smart alternative to the mainstream choices.
The three national television spots – “Passengers,” “The Fix” and “Jr. Driver” – show how the Subaru brand values of reliability, safety, capability and longevity are important consideration factors to mid-sized sedan buyers.
Kicking off the Carmichael Lynch produced and Jim Jenkins-directed TV campaign is the anthemic “Passengers,” which proposes that no matter who is in the car, or where they are going, all passengers are sharing a ride in the same planet-sized carpool.
This spot highlights all the relatable journeys that can be taken in a Subaru, and the safety features that protect passengers along the way.
While every destination is different, Subaru suggests that a safe trip is what really matters and so the ad specifically calls attention to the available EyeSight technology that can react to conditions even before the driver.
In “The Fix,” a father finds his own peace of mind when his new Legacy becomes an inventive solution for his son’s broken heart. The son arrives on the scene to find his toy car dismantled by the terrain; it is only a moment before his father realizes that his Legacy can be an even better substitute.
Demonstrating the all-wheel drive capabilities and superior handling, the Legacy can take on any challenging maneuver the boy throws the driver’s way.
“Jr. Driver” features a young boy imagining a day where he is allowed to take a seat behind the wheel. While the boy is still a decade shy of 16, his dad knows that his well-built Subaru Legacy is the longest lasting car in its class and should still be ready that day.
“The all-new Legacy advertising campaign focuses on Subaru’s core values relayed into sedan form,” added Alan Bethke, vice president of marketing for Subaru. “With all new safety and infotainment technology, as well as more interior room and trunk capacity, the Legacy offers customers a compelling alternative to a two-wheel drive midsize sedan.”
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered at a zero-landfill office in Cherry Hill, N.J., the company markets and distributes Subaru vehicles, parts and accessories through a network of more than 600 retailers across the United States.