Subaru: The Fix

Subaru of America, Inc. (SOA) has debuted its advertising campaign for the launch of the all-new 2015 Subaru Legacy. The new work positions Legacy with mid-size sedan buyers as a smart alternative to the mainstream choices. The company looks to increase sales of its largest sedan in support of its business goal of a sixth consecutive year of record sales. The three national television spots – “Passengers,” “The Fix” and “Jr. Driver” – show how the Subaru brand values of reliability, safety, capability and longevity are important consideration factors to mid-sized sedan buyers. The creative began airing on major television networks in July. Subaru treads its own path when it comes to advertising, by focusing on what really matters to a car owner: peace of mind. This concept is the overarching theme in the three latest national ads in support of its broader “Love” campaign. The spots are centered around the Subaru Legacy’s ability to help the consumer do all the things they enjoy to do. Kicking off the Carmichael Lynch produced and Jim Jenkins-directed TV campaign is the anthemic “Passengers,” which proposes that no matter who is in the car, or where they are going, all passengers are sharing a ride in the same planet-sized carpool. This spot highlights all the relatable journeys that can be taken in a Subaru, and the safety features that protect passengers along the way.