Subaru is celebrating “the love Aussies have for their Subarus” with a new, integrated campaign by The Works to launch its new Subaru Outback.
Set to Starship’s 1980s single, ‘Nothing’s gonna stop us now’, the 90-second commercial pays homage to past Subaru models that their owners across generations have fallen in love with.
The spot begins with a dad passing the keys of his Subaru Brumby over to his son in the 1980s as he is leaving home, knowing he will be in safe hands. It then interchanges with drivers of other Subaru models, all of whom are singing their affection to their Subaru along to the Starship track.
Rally and racing car driver Cody Crocker, who won seven Australian and Asia-Pacific Rally Championships driving a Subaru, is also featured.
It comes in a bid to promote Subaru’s new Outback, a model that includes Subaru’s next-generation Eyesight Driver Assist Technology, an 11.6-inch infotainment screen and two tonne braked towing capacity—features Subaru aims to promote on the new model.
Damian Pincus, creative partner at The Works, said in a statement: “Subaru has a rich heritage of producing innovative, comfortable and stylish AWD vehicles that have been adored by drivers across Australia for nearly five decades.
“This campaign simply brings to life these iconic models and the love their owners have for them, culminating in the launch of the … Outback, and all set to an infectious 80s anthem that perfectly captures what owners feel and you can’t help but smile to.”
Amanda Leaney, general manager, marketing at Subaru added: “It is a real privilege to create a film that celebrates the love Subaru owners have felt for generations, especially as we launch the all-new Subaru Outback on its 25th anniversary.
“Drawing inspiration from nearly 50 years of Subaru AWD adventures and superb engineering, we are proud to launch our most technologically advanced and luxurious SUV yet.
“This campaign is the epitome of the spirit of Subaru as we start a new generation of adventure with families across Australia.”
Credits for the campaign are as follows:
Client: Subaru Australia
General manager, marketing: Amanda Leaney
National marketing manager: Trent Whitechurch
Brand manager: Dan Hughes
Consumer planning and insights manager: Jonathan Quirk
Social and communities’ managers: Josephine Furlong and Brooke Warton
Agency: The Works
Creative partner: Damian Pincus
Creative director: Nathan Bilton
Art director: James Gillespie
Copywriter: David Arns
Strategist: Steve Sullivan and Caroline Ghatt
Creative project lead: Rosie Carey
Head of production: Honae MacNeill
Production company: Finch
Director: Jae Morrison
Sound: Squeak E. Clean
Edit & VFX: Arc
Music: Trailer Media