Subaru Canada is aiming to warm a few hearts with a new spot that once again depicts an uncommon experience, this time enabled by its new three-row Ascent SUV.
The full spot tells the tale of a pig that discovers a postcard promoting a city’s downtown core – and the farm girl who decides to take the pig there.
As the family makes the drive, the pet pig is shown taking up a seat all his own, showcasing just how spacious and “perfect” the new Ascent is for large families who don’t want to trade out passenger seating for other large vehicle perks, explains Gary Sappleton, the automaker’s director of marketing and brand.
“This mid-size SUV is still incredibly spacious, seats up to 7 or 8 passengers depending on trim and boasts amazing versatility, as well as the standard Subaru benefits,” he adds.
The spot is the latest in Subaru’s “Welcome to Uncommon” brand platform, which launched in 2021 and has often placed the focus not on its vehicles, but on the people who drive them – and how Subaru enables their lifestyles.
Whether its active fitness enthusiasts or confident winter drivers, the brand has never shied away from showcasing the stories of the kinds of people that like to get behind its wheels.
“We’re fortunate to have partners at Subaru who strive to do work that shakes up the cluttered automotive category,” says Jacob Gawrysiak, creative director at Zulu Alpha Kilo, which developed the strategy and creative for the spot as Subaru’s AOR.
The campaign is launching nationally with TV, digital, OOH and social buys. Agence Rinaldi handled the Quebec market creative, while OMD handled the media planning and buying. Zulubot and the Vanity handled post-production.
