Who: Subaru Canada and Zulu Alpha Kilo, with Agence Rinaldi for French creative, Darling VFX, Eggplant Music & Sound and OMD Canada for media.
What: "Cure Boredom," a national campaign promoting the 2020 Subaru Impreza. The TV/online video ads are directed by David McCary, a segment director with Saturday Night Live who has directed numerous mock commercials (including
What: "Cure Boredom," a national campaign promoting the 2020 Subaru Impreza. The TV/online video ads are directed by David McCary, a segment director with Saturday Night Live who has directed numerous mock commercials (including
this, this and this).
When & Where: The campaign broke on Jan. 20 and is running nationally across TV, digital, out-of-home and cinema. Ads are also running on Spotify and in dealerships.
A planned social campaign, meanwhile, will include "pointless polls" on Instagram, and "finding the ultimate cure for the seemingly endless stream of boring content" found on social.
Why: It's all about positioning the Impreza as an alternative to its competitors in the compact car segment, with a particular focus on younger Canadians.
How: The campaign takes its cues from pharmaceutical marketing, presenting the "fast-acting" Impreza as a cure for the tedium of daily life, which manifests itself in replying to spam e-mails, catching up on junk mail or binge-watching everything.
According to the ads, the "side effects" may include reliability, frequent bouts of punctuality, LOL moments and "prolonged smiling.
And we quote: "Being able to break through, while being relevant with a younger audience were crucial components to this launch. For this launch, we purposely went against conventional car advertising in order to stand out."—Ted Lalka, vice-president, marketing and product management, Subaru Canada.
[audio src="https://the-message.ca/wp-content/uploads/2020/01/elevator.mp3"][/audio]
[audio src="https://the-message.ca/wp-content/uploads/2020/01/monotone.mp3"][/audio]
When & Where: The campaign broke on Jan. 20 and is running nationally across TV, digital, out-of-home and cinema. Ads are also running on Spotify and in dealerships.A planned social campaign, meanwhile, will include "pointless polls" on Instagram, and "finding the ultimate cure for the seemingly endless stream of boring content" found on social.
Why: It's all about positioning the Impreza as an alternative to its competitors in the compact car segment, with a particular focus on younger Canadians.
How: The campaign takes its cues from pharmaceutical marketing, presenting the "fast-acting" Impreza as a cure for the tedium of daily life, which manifests itself in replying to spam e-mails, catching up on junk mail or binge-watching everything.
According to the ads, the "side effects" may include reliability, frequent bouts of punctuality, LOL moments and "prolonged smiling.
And we quote: "Being able to break through, while being relevant with a younger audience were crucial components to this launch. For this launch, we purposely went against conventional car advertising in order to stand out."—Ted Lalka, vice-president, marketing and product management, Subaru Canada.
[audio src="https://the-message.ca/wp-content/uploads/2020/01/elevator.mp3"][/audio]
[audio src="https://the-message.ca/wp-content/uploads/2020/01/monotone.mp3"][/audio]
