Subaru does more of the good stuff in new ‘Subaru Do’ brand campaign via Disciple

Creative agency Disciple has created a new brand positioning for Subaru Australia.

Says Amanda Leaney, national marketing manager, Subaru Australia: “Aussies are doers and our new ‘Subaru Do’ brand positioning captures this insight and our brand essence in just two letters. We love it and can’t wait to bring it to life across our customer’s path to purchase.”

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The first piece of work to feature Subaru Do is a new Forester television commercial featuring Lou Reed’s iconic Walk On The Wild Side and 3 singing dogs. The TVC, directed by Tim Bullock from Scoundrel. VFX by Alt. and music by Nylon.

Says Pete Buckley, creative partner, Disciple: “This has been a massive undertaking for Subaru and Disciple. This new positioning for Subaru represents a big internal change in the way they approach customers across the path to purchase. It was and is an exciting opportunity to re engineer a business away from a technical positioning to one rich in emotion and the benefits that owning and driving a Subaru can deliver. We are very proud of the thinking and work we have delivered and relish the opportunity to keep working at making Subaru “do” the success it deserves’.”

Says Tim Brown, creative partner, Disciple: “The campaign also includes dozens of short films created specifically for small screens and social media platforms. ‘These messages are fast, fresh and entertaining. They were fun to make and bring to life the things you can do in a Subaru in a highly engaging way.”

The short films were written by the Disciple creative team and co-directed with Stef Puskar from Brightworks.

Says Andrew Caie, general manager marketing, Subaru Australia: “Disciple brought together everything we have learned about our brand, our customers and our values in one very short word with massive meaning, “do”! It works for our product, our retailers and most importantly the experience our customers expect from Subaru. So it makes relating at every touch point easy. They’ve wrapped it up in a great creative story and that’s what counts. It doesn’t matter how much media changes, if you don’t have a brand story to entertain then you are just like any other click, tarp or logo in market and that’s what makes Disciple different.”

Forester ‘Dogs’

Production Company – Brightworks Productions