Subaru Canada promotes Forester in new campaign
Subaru Canada has begun an advertising campaign for its 2009 Forester sport utility vehicle. The campaign is lead by a 60-second television commercial called "Car Wash." In it, a group of sumo wrestlers washes a Forester in slow motion in a suggestive way that calls attention to various redesigned features of the vehicle. The ad ends with a voiceover saying, "Japanese SUVs just got a little sexier." The campaign, developed by DDB Canada of Toronto, also includes newspaper, magazine, radio, online, direct and point-of-sale advertising. The four print ads depict sumo wrestlers posing next to the vehicle in the style of a 1950s pin-up calendar. The direct mail component takes the form of a book-style piece called "The Joy or Sexier - An intimate user's guide to the 2009 Subaru Forester." The piece, created by Rapp Collins, contains hand-drawn illustrations of the vehicle presented with a sexual tone. A website for the vehicle has been constructed by Tribal DDB at SexySubaru.ca. Visitors to the site can play an online photography game for a chance to win a prize package consisting of a Canon EOS Rebel camera and a MacBook Air laptop. The site is being promoted with Web banner advertising. "We wanted to showcase the redesigned Forester in all its glory in the most impactful way possible," said Andrew Simon, creative director of DDB Toronto. "By marrying the sumos with the idea of a sexy car wash, we found just the thing to reinforce that this is no ordinary Japanese SUV."