Subaru is one of those brands I just love. A strategist would call me a brand advocate. My mom bought an Outback in '96, the year they came out. After a few years of beating it up, I bought my own in 2000 - my first new car. And while I finally sold it last year, that little sport utility wagon kicked ass and took names everywhere we went. We moved from Rhode Island to Syracuse to DC to Chicago to NYC together, not to mention all the road trips, ski trips, and beach trips in between. Me and that Outback, we did it all.
So I love Subaru. And other people love their Subarus.
The WRX, Subaru's sportster, has been around for a while. It's not as well known as the Outback, but it has its own dedicated fan club. It's been upgraded for 2011. The advertising has also been upgraded. This series of spots places regular people in the passenger seat with professional rally car driver and certified nut Dave Mirra.
The end result? A twisted twist on the testimonial. Instead of listening to people talk about a product and what they like about it, we see real-time reactions to the car's insane handling, speed and capabilities. The spots show instead of tell. We trust the passenger’s visual overreactions while being amused by Mirra, who is, in turn, amused by the passengers.
Keep on rockin' Subaru.
See the rest of the spots here.
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