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Subaru Canada breaks new Forester campaign

Subaru Canada has resumed a campaign for its 2011 Subaru Forester first used in 2008. The campaign, developed by DDB Canada of Toronto, uses the tagline "Sexy Comes Standard." It includes television, print and online advertising, as well as point-of-sale materials and public relations. The creative features sumo wrestlers in conventionally alluring situations, such as lying on the hood of a car, taking a bath and eating ice cream. Media planning and buying was conducted by OMD. "Our original campaign was an enormous success in getting people to notice how ruggedly sexy the Subaru Forester is," said Todd Mackie, co-creative director at DDB Canada. "The sumos have become an iconic part of not only Subaru, but the Forester brand as well, reinforcing the fact that this vehicle is no ordinary Japanese SUV."

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