Subaru of America recently debuted its new advertising campaign for the 2015 Subaru Legacy, the Japanese car manufacturer's new mid-size sedan. The campaign aims to position the car as a smarter alternative to 'mainstream' choices with three national TV spots entitled “Passengers,” “The Fix,” and “Jr. Driver,” each of which reveal how the Subaru brand's values of reliability, safety, capability and longevity are important consideration factors for buyers interested in mid-sized sedan (or 'saloon') styled cars. The new Legacy is a car with heavy sales expectations. Indeed, the company expects sales of the new Legacy to increase by over one third from the current generation, which closed 2013 with sales at 42,000. The 2015 Legacy features improved fuel economy, all-wheel drive, an upgraded interior, sharper styling, is and the largest car in its class with the award-winning Subaru EyeSight Driver Assist Technology.
The campaign positions the car as a smarter alternative to 'mainstream' choices with three national TV spots
The campaign, which began airing on all major television networks in North America this month, looks to help the company increase sales of the car (its largest in the sedan category) in support of its goal for a sixth consecutive year of record sales. Subaru has also focused on “Peace of mind” when it comes to their advertising, a concept which is an overarching theme in all three of the new ads, which also form part of the brand's broader “Love” campaign. Each spot focuses on the Legacy's ability to help Subaru drivers “Do all the things they enjoy to do.” Alan Bethke, the vice president of marketing for Subaru says that "The all-new Legacy advertising campaign focuses on Subaru's core values relayed into sedan form." He feels that the ads manage to underline the fact that "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."
A still from the “Jr. Driver” TV spot
The “Passengers” ad was produced by Carmichael Lynch and directed by Jim Jenkins and proposes the fact that it doesn't matter who is driving and where they are going, just that all passengers are sharing the ride. The spot highlights a variety of typical journeys that can be taken in a Subaru, such as a family trip, a morning school-run and even a trip to the hospital. It highlights the vehicle's safety features, as well as the 'EyeSight' technology, which it shows reacting to an obstacle before the driver.
Each spot focuses on the cars's ability to help drivers “Do all the things they enjoy to do.”
“The Fix” takes a slightly more lighthearted approach, focusing on a father whose son comes to him with a broken toy car, which has been destroyed by the rough terrain. Not being able to fix the car himself, the father instead decides to let his son think he's controlling his Legacy by demonstrating the car's all-wheel drive capabilities and superior handling. Finally, “Jr. Driver takes the lighthearted approach a step further by focusing on a young boy sat in his toy car, imaging a day when he gets to drive his father's legacy. The ad finishes by suggesting that whilst the boy in question might be a good decade away from actually being able to drive, the Subaru Legacy will still be there waiting for him as the “Longest-lasting midsize sedan in its class.” Truly unique, emotional advertising at work.
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who himself drives a Subaru. He wouldn't dare let a 6 year old behind the wheel though!