When we started working together, Subaru was losing market share and had cycled through six taglines in seven years with no consistency. Now, our 15-year campaign is still going strong, continuously attracting new audiences and contributing to 12 consecutive years of growth, a No. 8 market share position and the highest dealer profitability in the company’s history. Click the link below to view our long-standing “Love” campaign, including our Emmy-nominated “Baby Driver” spot.

This recent spot features a father and his young deaf son driving their Subaru Forester Wilderness deep into a national park where they experience an epic sensory experience at the base of a waterfall. This emotional story has been recognized as a top pick in industry publications such as Adweek and Ad Age.

Additionally, our “Walk Away” spot (also launched this year) tells the story of an emotional reunion of a distraught mother with her young family after the family emerges unharmed from their severely wrecked Subaru Outback. It is a comforting reminder that Subaru has earned more IIHS Top Safety Pick+ awards than any other brand since 2013.

Last October marked our fourth annual National Make a Dog’s Day, in which we celebrate Subaru’s long-standing commitment to helping shelter dogs get adopted — particularly dogs who often have the longest road on their way to a loving home. Our “Feel the Wait” spot launched on broadcast, social and earned media, hoping to advance Subaru’s goals of finding forever homes for Underdogs white also connecting emotionally with consumers. This work was recognized by industry press and most recently won a Jay Chiat award, which honors the most exceptional strategic thinking from across the industry.

Early in our relationship, our research proved what we had suspected — Subaru owners love pets. So much, in fact, they’re actually twice as likely to own a furry friend than other car owners. With this insight, we decided to create “Dog Tested. Dog Approved,” a long-running campaign meant to tug at the heartstrings and give a good laugh to pet owners and admirers. A recent spot, “Everybody In” shows the Barkleys’ encounter with an unexpected critter while on a camping trip in the Subaru Crosstrek Wilderness.

Love has always been more than an advertising slogan at Subaru. It’s an action. In 2020, that love for the outdoors and each other brought us together with Subaru and the National Forest Foundation to replant 500,000 new trees in fire-ravaged California forests. Through tragedy, there was hope, and an opportunity for the Subaru Forester to live up to its name. A heartbreaking story told through the eyes of renowned photojournalist (and Subaru driver) Stuart Palley. Based on a true desire to help, the Re-Foresting Project embodies the brand’s Love Promise.