Subaru Canada is leaning further into the idea that the Crosstrek is an exotic creature within the crowded SUV category, one capable of handling the challenges of tough terrain, but equally at home in the city.
In an extension to the “True Urban Legend” spot that debuted last year, Subaru is positioning the new Crosstrek Wilderness as something to behold. The campaign from Zulu Alpha Kilo is anchored by a spot featuring a tuxedo-clad announcer introducing the new Crosstrek Wilderness to onlookers.
“Ladies and gentleman… behold the Crosstrek Wilderness,” he tells the audience, as the perspective shifts to show the Crosstrek strapped down to the stage like it can break free at any second.
The work resides under Subaru’s “Welcome to Uncommon” brand platform.
This is the first year that the Crosstrek has offered the Wilderness trim, which includes raised suspension to better handle tough terrain, a tougher looking front bumper and grille, and all-terrain tires.
The Crosstrek has become a staple vehicle for Subaru since its 2013 launch, including being named Best Subcompact SUV at the 2024 Auto Trader Awards. According to Driving.ca, sales of the Crosstrek were up 48% year-over-year in 2023, representing an additional 7,415 units sold.
The new campaign was developed by ZAK’s Toronto and Vancouver offices, led by chief creative officer Brian Murray and executive creative director Dean Lee respectively. Media for the campaign is by OMA, with Rinaldi providing French adaptation.
Lee said that while the standard Crosstrek is an urban legend, the myth of the Wilderness is even larger—“more like Sasquatch.”
