“To truly connect with Australian families, we need to bring to life the emotional benefits of what the Subaru brand offers," says Disciple's creative partner Pete Buckley.
Subaru has parted with Disciple and Starcom in the launch of a campaign aimed to reposition the brand and evolve the "do” philosophy that is associated with auto brand.
The campaign aims to bring life to the call to action'“every moment is a chance to do', through the launch of the new Subaru Forester.
It consists of a 60-second TV commercial featuring a father and son driving in a Subaru Forester, before their trip is interrupted by a train crossing.The father is impatient and acts inconvenienced before looking back at his son who is in awe of the train.
The spot aims to demonstrate that by recognising the everyday opportunities to share moments together, people can connect and turn the mundane into a joyful moment.
Subaru managing director Colin Christie says: “We are excited to be launching a new brand direction encouraging Australians to live in the moment.
“While we will be delivering a series of brand commercials highlighting the Subaru range andthe everyday moments of Australians, the all-new Forester, a family favourite, provided theperfect opportunity to launch Subaru’s new direction.”
“This represents the beginnings of a new brand journey for Subaru and further cements their commitment to the Subaru ‘do’ customer promise,” says Disciple creative partner Pete Buckley.
The campaign is complimented by the pre-existing partnership between Subaru and Facebook, as well as Subaru and Instagram, and the launch of the #OneLittleMoment movement aiming to reconnect Australians with the joy of living in the moment.
