Subaru celebrates the love Aussies have for their Subarus with an integrated campaign to launch the All-New All-Wheel Drive Subaru Outback created by The Works.
Set to Starship’s 1980s hit single "Nothing’s gonna stop us now", the toe-tapping 90-second commercial pays homage to some of Subaru’s most iconic models that their owners across generations have fallen in love with.
The spot begins with a dad passing the keys of his classic 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, including the 1998 Outback, 2002 ARC Impreza WRX, 2009 Forester and the 2014 XV.
Rally and racing car driver Cody Crocker, who won seven Australian and Asia-Pacific Rally Championships driving a Subaru, is also featured.
Subaru’s All-New All-Wheel Drive Outback, which includes the next generation of Eyesight Driver Assist Technology, a 11.6-inch infotainment screen and two tonne braked towing capacity, ends the commercial.
“Subaru has a rich heritage of producing innovative, comfortable and stylish All-Wheel Drive vehicles that have been adored by drivers across Australia for nearly five decades," The Works creative partner Damian Pincus says.
"This campaign simply brings to life these iconic models and the love their owners have for them, culminating in the launch of the All-New All-Wheel Drive Outback, and all set to an infectious 80s anthem that perfectly captures what owners feel and you can’t help but smile to.”
Subaru general manager, marketing Amanda Leaney says the film celebrates the Outback on its 25th anniversary.
“ Drawing inspiration from nearly 50 years of Subaru All-Wheel Drive adventures and superb engineering, we are proud to launch our most technologically advanced and luxurious SUV yet," Leaney says.
"This campaign is the epitome of the spirit of Subaru as we start a new generation of adventure with families across Australia."
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
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