Subaru Crosstrek Ad Highlights Importance of Caring for Others and Cats
This article originally appeared in Adweek.
Subaru of America, a now-17-time broadcast sponsor of the annual Screen Actors Guild Awards, has gone a little off-road with its new spot to promote the 2021 Crosstrek range by following siblings on a long drive to their sister’s wedding.
Created by Carmichael Lynch, the “Barn Wedding” spot follows the brother-sister duo as they travel in the latest SUV model to deliver a flower crown for a wedding. Along the journey, however, the pair face a torrential downpour and discover a lost kitten they name “Whiskers.”
While the sister continually worries they will be late, the Subaru arrives on time, albeit now splattered with mud. The siblings deliver the floral headdress unscathed, reunite Whiskers with his rightful owner and watch the sun poke out again.
The commercial premiered on TNT and TBS during this year’s Screen Actors Guild Awards on April 4, alongside four other spots for the brand.
“Barn Wedding” is the latest ad under the “Subaru Love” promise, a company-wide effort to demonstrate respect and, as the title implies, love for its customer base. It includes the tagline “It’s what makes Subaru, Subaru’.
“The ‘Barn Wedding’ spot demonstrates not only the capability and power of the 2021 Subaru Crosstrek, but it also shows the values of caring for others—including furry friends— that we share with our owners,” Alan Bethke, senior vice president, marketing for Subaru of America, Inc, said in a statement.
Other ads aired during the awards broadcast included Forester Reforesting, Dog Tested, Subaru Loves Pets and Feeding America.
Carmichael Lynch has been the main creative agency of choice for Subaru of America, partnering with it for ad campaigns since 2007.
It also comes after the car company received three Kelley Blue Book’s Brand Image Awards this year alone, including for best overall brand, most trusted brand and best performance brand for non-luxury models.