Subaru celebrates decades of love and adventure in new Subaru Outback campaign via The Works

March 8 2021, 2:49 pm | BY Ricki Green | 21 Comments

Subaru is celebrating the love Aussies have for their Subarus with a fun 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.

Says Damian Pincus, creative partner at The Works: “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. 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.”

Says Amanda Leaney, general manager, marketing at Subaru added: “It is a real privilege to create a film that celebrates the love Subaru owners have felt for generations, especially as we launch the all-new Subaru 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. 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
Producer: Sarah Nichols
Sound: Squeak E. Clean
Editor: Lucas Baynes
VFX: ARC Edit

Music: Trailer Media

Media: Starcom