Nothing says love quite like twisted steel and shredded tires.
Wrecked cars, and their understandably shaken and contrite teenage drivers, appear in Carmichael Lynch’s latest work for Subaru, which focuses on the automaker’s safety record as part of its long-running and highly successful “Love” campaign.
If the footage in Carmichael Lynch’s new “Proud to Earn Your Trust” spot for Subaru looks familiar, there’s a reason. The agency recycled pieces of old ads in its ongoing “Love” campaign for the brand to deliver the message in the ad, which exists in 30 and 60-second iterations.
“Maybe it was here,when you hit 300,000 miles” begins the voiceover at the opening of the spot, “or here, when you walked away without a scratch,” the spot continues, going on to list times when drivers appreciate their Subarus most.
Re-using old material may feel a bit easy, but the message seems to excuse the approach, as it actually serves the narrative. It also makes, we imagine, for a pretty cost-effective ad.
“Over the past eight years, we’ve seen our Love campaign resonate incredibly well with consumers, who often feel a personal, emotional connection to the brand and the stories we’ve told,” Alan Bethke, senior vice president of marketing at Subaru of America told Adweek.
Years into its ongoing and successful “Love” campaign, Subaru has been named Kelley Blue Book’s 2016 Most Trusted Brand and Best Overall Brand. And to look ahead, it’s looking back—at scenes from its most beloved Carmichael Lynch spots, in a warm commemorative message for the people who love it best … and maybe for some new drivers, too.
“Proud to Earn Your Trust” kicks off with a throwback to “Subaru Heaven” (itself already nostalgic and heartfelt) but also features that glorious sunset shot from “Welcoming Party,” as well as moments from “Baby Driver,” “Honeymoon” and “Back Seat.”
Its storyline explores the times when people especially appreciate having a Subaru—road trips, childhood benchmarks, even accidents. It warmly concludes, “Every Subaru is built to earn your trust … because we know what you’re trusting us with,” followed by closing copy that winks to the campaign’s theme: “Love. It’s what makes a Subaru a Subaru.”
Twinkle, twinkle, little car.
Subaru Canada channels the magical feeling of a night drive beneath celestial lights in a new campaign from Red Urban. Developed with the Royal Astronomical Society of Canada, #SubaruDarkSky invites Canadians to venture far from the haze of cities and suburbs to study the heavens.
Carmichael Lynch launched a new spot for Subaru, directed by Biscuit Filmworks’ Noam Murro, following one man’s “Dream Weekend” with his 14-year-old dog.
The “Dream Weekend” of the title refers to the man’s canine companion, as he carefully checks off items from a list he composed of things that would make the dog happy. It’s a bittersweet spot, since the “14” cake at the beginning reveals the dog’s age and the fact that behind the man’s sweet actions is the knowledge that his canine companion is not long for this world. Sort of like a doggy bucket list. Among the gifts the man gives his dog on the road trip are a dip in the hotel pool, a pair of new shoes to chew on, 100 tennis balls, a steak dinner and a visit to an old girlfriend. It’s hard to imagine dog lovers not being at least a little moved by the sentimental spot, which gels well with Subaru’s “Love, it’s what makes a Subaru a Subaru” tagline and overall brand message. Carmichael Lynch has created its fair share of sentimental, bittersweet stories of parental love, like the recent “Making Memories,” this time around changing pace by extending the approach to a man’s love for his dog, which makes for a relatable and emotional spot.
Credits:
Carmichael Lynch launched a new spot promoting the Subaru Forester, entitled “Making Memories.”
The ad, directed by Noam Murro, shows a father cleaning out his old Forester and finding items that prompt flashbacks of moments he’s shared with his daughter, beginning with a crayon she left in the car as an elementary school student (apparently he didn’t clean the car out very often). It’s revealed, as the father tosses the daughter the keys, that he’s passing the car down to her. “You can pass down a Subaru,” says the voiceover, “but you get to keep the memories. That’s why we got another Forester.” The approach implicitly highlights the longevity of the vehicle, as well as the sentimentality at the heart of the brand’s advertising. “Making Memories” joins a long list of sentimental Subaru ads highlighting the father-daughter relationship and while it may not tread much new ground, it’s hard to fault Subaru or Carmichael Lynch for sticking to their strengths.
Credits:
Client: Subaru of America
Spot: Making Memories
Agency: Carmichael Lynch
Chief Creative Officer: Dave Damman
Exec Creative Director: Randy Hughes
Writer / Group Creative Director: Dean Buckhorn
Art Director / Associate Creative Director: Brad Harrison
Head of Production: Joe Grundhoefer
Senior Executive Content Producer: Brynn Hausmann
Business Manager: Vicki Oachs
Account Management: Brad Williams, Adam Craw, Kate Moret, Greta Hughes, Robert Ar
Production Company: Biscuit Filmworks
Director: Noam Murro
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Line. Producer: Jay Veal
Director of Photography: Simon Duggan
Edit House: Rock Paper Scissors
Editor: Stewart Reeves
Assistant Editor: Luke McIntosh and Arielle Zakowski
Executive Producer: Angela Dorian
Producer: Ashley Bartell
VFX House The Mill
Exec Producer: Sue Troyan
Sr. VFX Producer: Dan Roberts
Production Coordinator: Mary Hayden
Shoot Supervisor: Chris Knight, Robert Sethi
Creative Director/2D Lead Artists: Chris Knight
2D Artists: Steve Cokonis, Daniel Lang
Design: Eugene Gauran
Telecine: Company 3 / Stefan Sonnenfeld
Audio Mix: BWN Music / Carl White
Sound Design: BWN Music / Carl White
Post Production Audio Producer: BWN Music / Annie Sparrows
On-Line Editor: Volt Studios / Steve Medin
Music: “Time Will Tell”
Performed by: Gregory Alan Isakov
Written by Gregory Alan Isakov
Music Supervisor: Venn Arts / Jonathan Hecht
On-camera talent: PJ King (Dad)
Fay Masterson (Mom)
Madison Beaty (Teen)
Cordelia Zawaraski (Tween)
Margaret Clark (Grade-schooler)
Quinn Porter (Toddler)
Voice Over Talent: PJ King
Justin Beere (Announcer)
While Subaru is not particularly known as the must luxurious automaker, the brand tries its best to put up appearances and promote the mid-class BRZ model in a new campaign from Toronto-based agency Red Urban. The campaign, targeted at the 30-35 male demographic, promotes the $27,395 BRZ by trying to showoff the BRZ’s pseudo-high-end features via both a selfie stick and some high-tailing paparazzi.
In a statement regarding the web films, which were helmed by Untitled Films director Mark Gilbert, Subaru director of marketing Geoff Craig said, “What we really wanted to show in these spots, in a tongue-in-cheek way, is that the BRZ is an attainable sports car. That’s the great thing about the BRZ. It’s a fantastic sports car that happens to cost $27,395.” If you feel like riding a Ferrari 458 Italia for at least a third of the price and a lower center of gravity, perhaps the BRZ model is just the right fit for you.
If you've been paying attention to Subaru's ads lately, you know that dogs love driving the brand's cars. But you probably don't know how far they'll go to do so.
This new dash-cam spot from Russia (where dash-cams are reportedly very much worth having) offers a window into canine depravity. The video is hilarious, in the same charmingly dumb way as other recent Subaru spots, but gets bonus points for offering a somewhat less wholesome portrayal than the brand's average American dog family, the Barkleys (though they did have an unhealthy affinity for chugging gas-station toilet water).
And while it won't get your heartrate up quite like Japanese tire brand Autoway's nighttime dash-cam spot from last year, it's got the distinct advantage of being way more adorable.
Via Co.Create.
Subaru is going for the lowest common denominator of dudes with this new grindhouse-style trailer for a movie that hopefully will never really exist.
The title, The Ride of Her Life, is only slightly more clever than a Beavis and Butt-head joke—which might actually make it less funny, according to the inverse stupid-to-laughter ratio that rules the testosterone-addled-teen genre of comedy.
Starring skater Bucky Lasek as "the mysterious drifter," the ad redeems itself with some one-liners that are so exaggeratedly dumb, they're good enough to render the whole thing convincing as a parody—instead of just painfully bad in the same manner it means to mock. Regardless, model-hyphenate Kayslee Colins, playing "the girl," shows enough skin to hold the attention of the flick's target audience—making it a win for the brand.
The trailer, created by Carmichael Lynch, is a million miles from the agency's mostly sentimental "Love" campaign for the automaker, although true to form, it does have a rich father-daughter story at its core. It's just a negative one this time.
And at least it features the full-size WRX instead of a miniature one.
Credits below.
CREDITS
Client: Subaru of America
Agency: Carmichael Lynch
Chief Creative Officer: Dave Damman
Executive Creative Director: Randy Hughes
Writer, Creative Director: Ryan Peck
Art Director, Creative Director: Scott O’Leary
Head of Production: Joe Grundhoefer
Senior Content Producer: Jon Mielke
Producer: Jennifer David
Director of Business Affairs: Vicki Oachs
Product Information Manager: Rob Ar
Account Service Team: David Eiben, Krista Kelly, Eva Anderson, Greta Hughes
Senior Project Manager: Lisa Brody
Production Company: DoubleURXXX Productions
XXXecutive Executives: Scott O'Leary, Ryan Peck
XXXecutive Producer: Jon Mielke
XXXecutive Technology Executive: Rich McGeheren
XXXecutive Design Executive: Andrew Wetzel
XXXecutive Responsible Adult: Lisa Brody
Special XXXecutive in Charge of General XXXellence: Bucky Lasek
Production Company: Cavira
Director: Ruben Fleischer
Executive Producer: Jasper Thomlinson
Line Producer: Luke Ricci
Director of Photography: Matthew Libatique
Editing House: Mark Woollen
Editorial Producer: Jeremy Greene
Editors: Daniel Lee, Zach Pentoney
Visual Effects House: Volt
Online Artist: Pete Olson
Telecine: CO3
Colorist: Sean Coleman
Audio: BWN
Sound Design, Mix: Carl White
Music: Singing Serpent
Talent: Bucky Lasek, Michael Wiles, Kayslee Collins, Eddy Rice Jr., Jenette Goldstein
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If you ever need to outrun an elaborately exploding array of wooden tongue depressors, a remote-controlled Subaru might just be the vehicle for you.
The brand's two-minute spot, "WRX STI vs. StickBomb" is packed with dramatic visuals of the miniature car drifting around curves and jumping over ramps while the wooden sticks fly into the air all around. It's like Fast and Furious for kids—a playful idea that seems to let the brand hint at the car's street racing abilities without showing off a bunch of dangerous driving scenarios that could land the automaker in court.
It also took an absurd amount of work to pull off, if the making of video below is any indication. For starters, there's the time required to assemble the "stick bomb," a tension-based stick pattern that comes apart in dramatic fashion when a single stick is removed.
Overall the concept is a cool gimmick, though there's not quite enough excitement to drive the casual viewer through two minutes. Even the uptempo music can't always maintain the illusion that something is actually happening.
In the end, it's a pretty compelling ad for an RC Subaru, but I've got bad news: The car was a one-of-a-kind created via 3-D printer just for the ad. So here's hoping all the effort was worth it and moves some of the $35,000 full-size models.
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If you need to outrun giant monsters that want to eat you, drive a Subaru Forester.
This Subaru ad from Japan draws its villains from Attack on Titan, the forthcoming live-action adaption of the anime by the same name. The movie's director worked on the commercial, which reportedly included some pretty nifty practical effects, including a puppet that required seven sets of hands to control.
Apparently, dystopian fantasy car battles are in vogue right now. There was that ad where Acuras are actually live horses locked in a bitter race against a gang of evil mechanical horses. And there was that one for the Nissan Rogue, where some guy uses his four-wheel-drive to battle a horde of menacing snowmen.
Sure, Subarus are a little less fight and a little more flight. Then again, the titans don't look like they'd explode into white powder on impact.
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Trocar um pneu está longe de ser a tarefa favorita de alguém. Agora, imagine que está chovendo, este alguém é uma mulher que ainda por cima está sozinha. Pois este é o cenário de Flat Tire, comercial que a Carmichael Lynch criou para a Subaru.
Apesar de parecer algo ruim a princípio, a conclusão deste filme é bem bacana, com a garota descobrindo que é capaz de se virar sozinha, especialmente quando alguém a ensinou o que fazer nesta situação.
Para quem quiser saber, a trilha sonora é I Will Be There, da cantora Odessa.
Post originalmente publicado no Brainstorm #9
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This new ad in Subaru and Carmichael Lynch's "Love" campaign opens on a scene we all dread—a car with a flat tire, and of course it's raining. We see a girl in a raincoat crouched down next to her car, getting drenched while she faces the challenge of changing it. Odessa's beautiful "I Will Be There" plays throughout ("If you ever need someone to hold you/I will be there/Standing by your side"), and I can't help but inwardly cheer her on. I won't give this one away; you need to watch it for yourself. It's good. Really good. Another winner from a company that tells these kinds of stories particularly well.
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And speaking of Subaru, here's another new spot from Carmichael Lynch for the automaker, and it's a whole lot more sobering than that snogging-dogs one.
This one's about safety, and it boldly shows something you rarely see in car commercials—the twisted wreckage of what's left of one of the automaker's vehicles after a horrendous accident. The wrecked Subaru Outback here is not a prop—it's a real car that really got totaled. But the driver survived, and that's the point of the ad (directed by Lance Acord of Park Pictures). "They lived," the characters say—from the policeman at the crash site to the workers at the junkyard. "Subaru. Five 2014 IIHS top safety picks," says the on-screen copy at the end.
Extending the reality theme, a companion website features actual letters from Subaru owners explaining how the vehicles helped save their lives.
Safety spots almost always imply danger rather than graphically showing the effects of it. And indeed, it's a bold move to leave viewers pondering a pile of your own disfigured steel. What do you think—good move, or over the top?
Credits below.
CREDITS
Client: Subaru of America
Spot: "They Lived"
Agency: Carmichael Lynch
Chief Creative Officer: Dave Damman
Executive Creative Director: Randy Hughes
Writer, Associate Creative Director: Conn Newton
Art Director, Associate Creative Director: Michael Rogers
Head of Production: Joe Grundhoefer
Executive Producer: Brynn Hausmann
Business Manager: Vicki Oachs
Account Service Team: David Eiben, Krista Kelly, Kate Moret
Production Company: Park Pictures
Director: Lance Acord
Executive Producer: MaryAnn Marino
Line Producer: Aristides McGarry
Director of Photography: Lance Acord
Editing House: Whitehouse Post
Editor: Stephen Jess
Assistant Editor: Tim Quackenbush
Visual Effects: Steve Medin, Volt
Telecine: Sean Coleman, Company 3
Audio Mix, Sound Design: Carl White, BWN Music
"Clear Moment"
Composer: Miles Hankins, scoreAscore
Music Supervisor: Jonathan Hecht
On-camera talent: Tim Lane, Diane Luby Lane, Millie Lane, Charlie Burrows, Aaron Norwell, Frederick Lawrence, Stephen Taylor, Kevin Bowers
Voiceover Talent: Tim Lane, Justin Beere (announcer)
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Subaru stakes its claim as the car for people whose lives are just so damn cute in this pair of new spots from Carmichael Lynch.
"The Date" follows a young couple as they drive down country roads, first stopping at a diner for chocolate shakes and then at a produce stand, where the woman sticks an orange in her mouth for, I dunno, an impromptu impression of Marlon Brando from The Godfather, or something. It's such an awkward moment, I would've split and left her there. This guy's more of a gentleman, however, and drives her straight to the commercial's cutesy twist ending. Turns out they're strangers who just met when her truck ran out of gas and he drove her to the station to get some. I guess they really clicked on the ride. How sweet.
"Redressing Room" tells the tale of a toddler who keeps undressing in the backseat. "If I've gotta wear clothes, you've gotta wear clothes," says his perky mom. (If I had a dime for every time my boss at AdFreak has told me that!)
Look, there's nothing wrong with these spots; they're well directed by Lance Acord, and I'm sure they'll resonate for some. That said, I found them strangely insincere. They just feel too much like, well, Commercials with a capital C, right down to details like the hunky "Date" dude's windblown hair and scraggy bread and the "Redressing Room" mom's cutesy (yet disturbing) decision to keep extra kids' clothes in plastic drawers in the hatchback.
Stranded in this deflating post-modern-Rockwell vision of America, I'm the one who needs a lift.
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Advertising Agency: DDB, Toronto, Canada
Creative Director: Andrew Simon
Art Director: Paul Riss
Copywriter: Matt Antonello
Advertising Agency: DDB, Toronto, Canada
Creative Director: Andrew Simon
Art Director: Paul Riss
Copywriter: Matt Antonello
Advertising Agency: DDB, Toronto, Canada
Creative Director: Andrew Simon
Art Director: Paul Riss
Copywriter: Matt Antonello
Advertising Agency: DDB Canada, Toronto
Creative Director: Andrew Simon
Copywriter: Matt Antonello
Art Director: Paul Riss
Producer: Andrew Schulze
Production House: The Corner Store, Toronto
Director: Jorn Haagen
Executive Producer: Jennie Montford
Director of Photography: Doug Koch
Steadicam: Bela Trutz
Editorial: Mark Morton, School Editing
Telecine: Gary Chuntz, Notch, Toronto
Post Audio: Paul Seeley, Wanted Post Production, Toronto
Music: Electric Six “Danger! High Voltageâ€
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
