New Subaru Ads Leave Others in the Dust
-- Company Showcases New Ads That Demonstrate the Unique Combination of Dynamic Styling, Engaging Drivability and Real World Versatility of the 2006 Subaru B9 Tribeca --
CHERRY HILL, N.J., July 11 -- Subaru of America, Inc. announced that national advertising begins today for its all new progressive SUV, the Subaru B9 Tribeca, on sale now in dealer showrooms. The ads demonstrate the unique combination of dynamic styling, engaging drivability and real world versatility of the 2006 Subaru B9 Tribeca that makes all other SUVs obsolete.
"The new ads for Subaru B9 Tribeca signal the end of the SUV as we know it and the beginning of what an SUV should be," said Rick Crosson, Vice President of Marketing, Subaru of America, Inc.
The B9 Tribeca ads are the next step in an integrated marketing campaign from ad agency DDB New York under the new Subaru brand philosophy Think. Feel. Drive. Ads will utilize mediums including: TV, print, radio, interactive, direct and outdoor media.
The new television spot, "Dust in the Wind" is designed to change the way the world looks at an SUV. In one scene, an SUV pulls up and stops at a red light. A driver in a Subaru B9 Tribeca pulls up alongside the SUV. When the B9 Tribeca pulls away, we see the SUV has turned to dust. In another scene, a passing Subaru B9 Tribeca leaves a parked SUV covered in cobwebs. In the finale, the B9 Tribeca passes a car carrier full of SUVs. The SUVs turn to dust and are blown away in the wind; all to the music of "Dust in the Wind" by Kansas. To view the new Subaru ad visit http://www.subaru.com/Dust.
"This campaign boldly takes on the SUV category, showing that Subaru, the first car maker to dedicate itself to All Wheel Drive, is demonstrating its leadership again by bringing consumers what they want - a progressive SUV with versatility, style and confidence inspiring driveability," said Lee Garfinkel, Chairman and Chief Creative Officer of DDB New York. "Using visual metaphors, we show that the B9 Tribeca is truly in a category by itself."
The new television spot will run on network and national cable. The network presence will include early morning news programs, evening news, primetime, and late night as well as programs like Everybody Loves Raymond, CSI, Will & Grace, Extra, and The Practice. The "Dust in the Wind" spot will also be shown on History Channel, OLN, CNN, National Geographic, ESPN, Weather Channel and more.
Print ads with a similar theme will appear in car enthusiast magazines and publications such as People, SI Select, Time, The Week, and The New Yorker.
Over 200 billboards in 20 markets will also deliver this progressive message including high profile locations such as Sunset Strip in Los Angeles and Times Square in New York City.
Think. Feel. Drive.
The Subaru global brand philosophy expressed as "Think. Feel. Drive." encompasses the company's commitment to the customer experience and the way only Subaru designs and builds cars creating a category of one. "Think" focuses on differentiating the brand from the perspective of what drivers and passengers need in technology, style, value and service. "Feel" is about sensitivity to the ride and the environment. It is about the emotional connection that begins with engineers and designers and extends from car to driver. "Drive" is a focus on both the Subaru driving experience and the dedication to quality inside and out. Together, these words encompass the Subaru experience and commitment so many Subaru owners have come to appreciate.
About DDB New York
DDB New York is the flagship office of the DDB worldwide network with a blue-chip roster of clients including Anheuser-Busch, Cotton Inc., Diet Pepsi, Exxon-Mobil, Johnson & Johnson, Lipton, Merck, Philips and Subaru. Creatively centered on the principles of its founder, Bill Bernbach, DDB New York adheres to the belief that "at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature."
About Subaru of America, Inc.
Subaru of America, Inc. is a wholly-owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes all-wheel drive Subaru vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Subaru is the only car company that features symmetrical all-wheel drive as standard equipment on every vehicle in its product line. For additional information visit http://www.subaru.com/.