How do you stand apart when your competition is spending literally billions of dollars? By connecting with what’s truly important to your audience — not just features they might like, but the life that they love. Their families. Their pets. The great outdoors. Even the venerable old Subaru they’ve been driving forever. In 2007, we introduced the “Love” campaign. In the years since, sales and market share have more than tripled and love has spread to every level of the brand.
Subaru
Love Campaign
“Baby Driver” (:30)
“Call of the Road” (:60)
Dear Subaru: Telling our story by listening to our drivers’ stories.
Who better to tell a potential Subaru driver about their experience than a current Subaru driver? No ads, no brand interventions, just space for real drivers to discuss the pros and cons of Subaru ownership.
Talking about safety vs. feeling it.
While other brands talked about safety, Subaru helped our drivers feel it — catapulting Subaru more than 20 points ahead of the next-closest competitor in safety messaging perceptions, even overtaking Volvo, historically the king of safety (GfK Automotive Awareness & Imagery Study 2019).
“Moment of Silence” (:60)
“Parents’ Imagination” (:60)
You know what Subaru owners really love? Their pets.
“Dream Weekend” (:90)
As a longtime partner of the ASPCA and the car brand with the highest percentage of dog owners, Subaru wanted to do something significant to raise awareness of dog adoption events and to help repay the unconditional love dogs give us all.
“National #MakeADogsDay” (2:07)
Sometimes the world just needs dogs driving cars.
Meet the Barkleys
The family of golden retrievers have been taking to the road for years now, a furry reminder that Subaru loves dogs as much as our drivers do.
Dogs for Days
The cast of road-trip-loving pets was no accident. Subaru has the highest percentage of dog owners for all major car brands.