Subaru Canada breaks Impreza campaign
By Adnews Staff
Subaru Canada of Mississauga will begin a new advertising campaign for the 2008 Impreza this week. The national campaign, developed by DDB Canada of Toronto, includes print, television, online, out-of-home and direct advertising, as well as point-of-purchase materials, in both English and French. A theatre ad was released in late July. The creative focuses on the reliability and performance of the vehicle by depicting the reactions of a group of German auto engineers. The television commercial shows the four engineers driving the Impreza on a test track, performing a series of high-speed stunts and smiling. After the drive they are met by their supervisor, who looks at them disapprovingly and walks away. The ad ends with the tagline, "The Japanese car the Germans wish they made." All the advertising creative directs viewers to <http://www.imprezaenvy.com> for more information. The site offers video of the engineers examining various features of the car. The print and out-of-home creative also use the theme of German engineers distraught by the Impreza. The direct mail piece takes the form of an overseas letter from an engineer named Gunter Shroder who has secretly written to inform the recipient of the qualities of the Impreza as a matter of conscience. "Using a laundry list of superlatives has been a marketing crutch for the automotive category over the years," said Andrew Simon, creative director of DDB Toronto. "So instead of touting ourselves and our enhanced Japanese credentials, we found an unlikely source to do it for us, a group of German car engineers."