NFL-Averse, Dog-Friendly Ad Strategy Powers Subaru Surge
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As car and truck brands flood NFL games with TV ads in the coming weeks, Subaru is staying on the sidelines once again — and with good reason. The automaker, which has long preferred the Puppy Bowl over the Super Bowl and the outdoors to the end zone, is enjoying big sales gains.
The other spot, called “Welcome to the Pack,” (at top) continues Subaru’s dog-rich ad tradition by showing a pooch slowly warming to his owner’s new boyfriend. Nearly half of all Subaru owners own dogs, while 67% have a pet of some kind, according to Subaru. In ads, “we like to replay that back to them because that is who they are,” Bethke says.
Digital pre-roll videos feature unconventional recreational activities, like kayaking down a snowy mountain. Subaru also struck custom content deals with National Geographic and Buzzfeed, which is making videos featuring offbeat activities like people doing yoga on horses, which is apparently a trend.
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