Subaru spells Legacy R-E-S-P-E-C-T

As Rodney Dangerfield used to point out so succinctly, sometimes it's hard to get a little respect. Especially when you drive a run-of-the-mill four-door sedan that's the butt of friends' jokes. Subaru Canada is hoping to show Canadians that respect can come easy with a newly redesigned Subaru Legacy.

As Rodney Dangerfield used to point out so succinctly, sometimes it’s hard to get a little respect. Especially when you drive a run-of-the-mill four-door sedan that’s the butt of friends’ jokes. Subaru Canada is hoping to show Canadians that respect can come easy with a newly redesigned Subaru Legacy.

‘The Japanese mid-size sedan segment has been referred to as a bank vault with high levels of loyalty and the Subaru Legacy carrying little to no consideration,’ says Geoff Craig, director of advertising, Subaru Canada. ‘We needed something which would truly break through and clearly position our product as a cut above the rest.’

So the campaign, which was developed by DDB Toronto and launched in September, depicts the vehicle as one that demands deference from humans, feathered friends and sprinklers alike. It plays off the insight that though other sedans are undoubtedly smart purchases, they may not get rid of the nagging feeling that you might not be driving the coolest car around. And that’s something friends take notice of…behind your back.

‘That gave birth to the overall notion of a car that offers many of those positive attributes, but also has something a little bit extra, [so] others will look at you twice and say, ‘good on you for driving a more dynamic vehicle,” says Andrew Simon, SVP and CD at DDB.

The effort includes TV, print, online banners, DM, POS and a social media component on Autotrader, Craigslist and Flickr, as well as an online execution at Drivelikenoother.com. Developed by DDB and Pirate Radio, it uses a new ‘hypersonic’ recording technique based on binaural audio. Mimicking the human hearing experience, the technology provides the listener with a 3D audio virtual test drive.

‘At the end of the day, that’s what any good car communication is trying to do, bring you as close as possible to the experience [of driving the car] itself,’ says Simon.

The creds:

advertiser: Subaru Canada

agency: DDB Canada, Toronto

CD: Andrew Simon

AD/creative lead: Todd Mackie

copywriter/creative lead: Denise Rossetto

account: Michael Davidson, Geoff Taylor, Jeff Huether, Brian Tod