Subaru Advertising Over the Years: Paul Hogan, Lance Armstrong Martine Navritolova...

2009
April, 25, 2008 new ad campaign. Subaru marketed as an alternative to the mainstream?  A new ad "Love. It’s What Makes a Subaru a Subaru" is to be shown to dealers at their national meeting this week.  'SoA announced a new ad based on the strong emotional bond Subaru owners have with their vehicles. While most consumers have heard of Subaru and believe it to be a good product, 60% have no strong emotional opinion or attachment to the brand. Subaru owners are known for their outspoken passion and love for the brand...
The campaign squarely places the car and the consumer at the center of the advertising. John Colasanti, CEO of Carmichael Lynch (hired last October to replace DDB) said, “Subaru owners are ‘experience seekers’ - they want to live bigger, more engaged lives. They choose Subaru as a conscious alternative to the mainstream. To them, the car is the enabler of that bigger life.”
By focusing on the love they have for their car, Subaru is challenging non-owners: do you love your car?
“Love is the most powerful emotion and “I love my Subaru”is the most used phraseI hear about our brand,” says Tim Mahoney of SoA. “We wanted to show the bond between Subaru owners and their cars through this work.”  Mahoney and Carmichael Lynch worked together when Mahoney was at Porsche. Estimated ad budget $200m.

2008

January 3, 2008 Subaru continues to sponsor PBS's Antique Roadshow for a 2nd year. Filmed summer 2007 in Baltimore, Orlando, San Antonio, Louisville, Spokane and Las Vegas. Subaru brought its own antique to the show, a 1968 Subaru 360, and an all-new 2008 Subaru Tribeca. The shows will start airing January 7, 2008 on PBS stations. Each broadcast will have a 15-second beginning and ending ad featuring the Subaru Tribeca and announcing Subaru as a sponsor. Each broadcast is typically re-broadcast a number of times during the week.

2007

October 16, 2007 Subaru Moves Its Ad Accounts, By STUART ELLIOTT, NYTimes, Published October 16, 2007
Subaru of America dismissed its creative and media agencies unexpectedly today and is moving its account, with spending each year estimated at $150 million, to Carmichael Lynch in Minneapolis, part of the Interpublic Group of Companies.
The agencies losing their Subaru assignments, effective when contracts expire in six months, are both owned by the Omnicom Group. The creative agency is DDB Worldwide in New York and the media agency, also in New York, is Prometheus. Both were hired by Subaru in October 2004.
The surprising shifts are being made without a review. Executives at DDB were told of Subaru’s decision to dismiss them over a lunch meeting today at the agency, which had been scheduled previously to discuss creative plans. Because it was a creative meeting, Prometheus executives were not present; they learned of the Subaru decision later.
The reason behind the dismissals is a desire by Timothy J. Mahoney, senior vice president and chief marketing officer at Subaru of America, to work again with Carmichael Lynch.
When Mr. Mahoney was general marketing manager at Porsche Cars North America, Carmichael Lynch was his agency; he left Porsche last year to return to Subaru, where he had previously worked from 1984 into the 1990s. Michael McHale, a spokesman for Subaru of America in Cherry Hill, N.J., confirmed a report of the switch that appeared today on the Advertising Age Web site.
Mr. Mahoney “just feels that Carmichael Lynch is a perfect fit for Subaru,” Mr. McHale said, and the chance to work with the agency again is “an opportunity not to miss.”
The opportunity arose because a year after Mr. Mahoney left Porsche, the company placed its account in review after working with Carmichael Lynch since 1999. The review, which began in May, ended in September with a decision to replace Carmichael Lynch with Cramer-Krasselt in Chicago. Subaru of America is owned by Fuji Heavy Industries of Japan. Porsche Cars North America is part of the German automaker Porsche.
Pat Sloan, a spokeswoman for DDB, said, “We’re proud of the work we do for Subaru, surprised this happened and sorry the relationship will end.”
Some eyebrows rose on Madison Avenue in July when Subaru introduced a general-market campaign for the 2008 Impreza WRX that was created not by DDB but by Moon City Productions in New York. Moon City is an agency that typically creates Subaru ads aimed at gay and lesbian consumers; it was the first time that a Moon City campaign for Subaru was aimed at all consumers.
“We want everyone to play in their own sandbox,” Mr. Mahoney said in an interview in July, referring to the usual lines of demarcation among the Subaru agencies, “but if there’s an opportunity to have a better idea, so be it.”

July 14 'SUBARU IS CREATING A MULTI-TIERED, three-part campaign for its Impreza lineup of cars that comprises a three-episode manga-style adventure called "Rebirth of the Legend" and a sponsorship and advertising commitment to X Games 13, in August--both supporting the Impreza WRX--and a more mainstream late-summer campaign for the tamer Impreza 2.5i. Kevin Mayer, director of advertising for Cherry Hill, N.J.-based Subaru, says the three efforts are intended to target--respectively--a "manchild" (Subaru's term) demographic of 20-something import-car buffs, a more broadly defined demo of extreme-sports and active-lifestyle enthusiasts, and a general market audience of men and women.
What all three efforts have in common, per Mayer, is a message about all-wheel-drive (which all Subarus have), engineering and action. The second episode of the "Return of the Legend" video series, which will be hosted within subaru.com, has an animated WRX romping through a jungle. The central character "tames" it with the keys to the car that he happens to have, although he isn't sure just how he got them.
Mayer says the point is to celebrate the Japanese heritage of the WRX, and, by extension, of all things Subaru. "It's an iconic vehicle, redesigned really for the first time, so this gives us an opportunity to bring it to life."
The "Rebirth of a Legend" viral and broadcast video is aimed squarely at the tuner crowd--an ethnically diverse, bi-coastal demo, says Mayer, which is into modifying import cars and/or attending events like the nationwide "Hot Import Nights." They are a cross between nightclub and auto show, where tuners display their souped-up and modified compacts in an environment suffused with music, merchandise and gear. .. the article

May 23, SUBARU IS LAUNCHING A CORPORATE campaign to promote its lineup and attempt to bolster brand awareness. The "It's What Makes a Subaru a Subaru" campaign, the first iteration of which launched early last year, will use television, radio and print to tout its core values.  The campaign trumpets third-party endorsements for Subaru's engineering and also touts Subaru's powertrain features--particularly the so-called boxer engine and standard all-wheel-drive, which have made the brand fairly unique since its inception in the U.S. market.  There will also be an environmental thrust, with ads touting the U.S. Subaru plant's Earth-friendly footprint and low-emissions vehicles.  from mediapost.com

May 21, 2007 press release: 'With a range of new products hitting dealer showrooms this summer, Subaru is embarking on the next phase of the "It's What Makes a Subaru, a Subaru" campaign. The campaign, which started in early 2006, first focused on product attributes and now seeks to define the core values of the Subaru brand and business in television, radio and print ads breaking this month.
"We have such a strong story at Subaru and our research tells us that increasingly, consumers care about the values of the company in addition to the products they buy," said Tim Mahoney, senior vice president, chief marketing officer, Subaru of America, Inc. "We are using our key strengths of durability, performance and responsibility to tell this next part of the story."
 The brand awareness ads feature the Subaru core values of:
Active Driving - offered through the unique combination of standard Subaru All-Wheel Drive and a boxer engine that together delivers unrivalled performance.
Engineering Excellence - Subaru is recognized time and again by industry leading, third-party organizations for its world class safety, reliability, and durability.
Environmental Responsibility - The Subaru plant in the heartland of America produces zero landfill, while its backyard was designated a wildlife habitat. Subaru also offers PZEV vehicles that are U.S. EPA Certified SmartWay(TM) and are recommended in its Green Vehicle Guide.
"These ads are designed to speak to opinion leaders," said Kevin Mayer, director of marketing communications, Subaru of America, Inc. "They provide a clear statement of Subaru values and let people know more about what is behind the brand. The ads also form part of the foundation for the upcoming product launches."
The print ads will run in such publications as Atlantic Monthly, The New Yorker, The Wall Street Journal, Smithsonian, and BusinessWeek, among others. The broadcast spots will run on both national and cable programming including NPR, Science Channel, Discovery, CNN, Headline News, CNBC, MSNBC and more.'

April 16, 2007 Subaru's Got 'Safe' Locked Up, but It Wants 'Fun,' Too. Full-Wheel-Drive Brand Broadens Message With 'Active Driving' Theme
By Jean Halliday Published: April 16, 2007 Subaru doesn't want to simply play it safe.
The Fuji Heavy Industries brand traditionally has stood for a safe, all-wheel-drive vehicle. But the automaker is trying to augment that message with the theme of "active driving" to broaden what Senior VP-Marketing and Chief Marketing Officer Tim Mahoney calls a new brand architecture that encompasses fun, freedom, adventure and confidence. It's about time the brand took a good look at itself. In the seven years since Mr. Mahoney left Subaru of America, it has had five advertising taglines and three marketing VPs. "I'm here to stabilize things," said Mr. Mahoney, who rejoined the automaker from Porsche last summer.  more

Jan 26, 2007 Subaru sponsors Hollywood's SAG awards. "Turner Entertainment is partnering with Subaru and several other high-profile marketing partners around this year’s 13th Annual Screen Actors Guild Awards® being simulcast live nationally from the Los Angeles Shrine Exposition Center by TNT and TBS Sunday, Jan. 28 at 8 p.m. ET. Subaru has taken a unique position as the sole sponsor across both the TNT and TBS live telecasts.  Tune in early as Subaru is also sponsoring Live from the Red Carpet on E! beginning at 5pm ET.  New commercials for Legacy GT and Impreza 2.5i will be featured throughout both programs."
 

Jan 26, 2007 SAN FRANCISCO — On Wheels, one of the nation’s leading minority automobile publications, awarded Subaru its Asian-American Diversity Advertisement Print Ad Award for the second consecutive time this month in Detroit. The winning ad, entitled "Wind, Fire, Wheel," beat out a number of other automotive makers by best communicating the Asian American love for speed and adventure.
Selected by both an in-house committee and a nationwide online consumer poll, the award was a sign of the emerging strength of the Asian American buyer when it comes to automobiles. It is estimated that in the large urban markets of the United States, one out of 10 new automobiles sold is bought by an Asian American.
"Subaru is a very unique automaker," said Jeff Yip, editor of Asians on Wheels, a subsidiary of On Wheels, which includes other publications such as African Americans on Wheels and Latinos on Wheels, "they have consistently gone where others have not. They know that the Asian American market is becoming a very powerful force in our industry. But more importantly, I think they have researched what our community wants. The car in the winning ad is a high performance car, it’s fast and handles well. I think the award basically verifies Subaru’s awareness with respect to our community.  more

Jan 25, 2007  Subaru sponsors Antique Roadshow! "Subaru has signed on to become a national sponsor of the PBS series Antiques Roadshow for the show’s 2007 season. This is the 11th season for Antiques Roadshow, PBS’ most watched series.  "Antiques Roadshow is part treasure hunt, part history lesson and part travel adventure - a mix that resonates well with the Subaru customer,” said Tim Mahoney, Senior VP and CMO. “As a niche marketer of 100 percent all-wheel drive vehicles, Subaru has to stand out from the crowd. We believe our sponsorship with PBS helps us do that."As a sponsor, Subaru will receive two 15-second on-air spots for each Antiques Roadshow broadcast along with extensive off-air benefits that include creative participation in live Antiques Roadshow events (attended by over 30,000 people each summer), vehicle display opportunities, added visibility through video-on-demand episodes, Web site exposure and more."
 

2006
May 26.  Tim Mahoney is rejoining Subaru of America in the new position of senior VP-marketing and chief marketing officer beginning June 26.  Mr. Mahoney has spent the last 7 years as general marketing manager of Porsche Cars North America. He originally joined Subaru in 1984 and was part of the team that roused Subaru in the mid-1990s by focusing on the brand's all-wheel-drive capabilities with ads (from agency Temerlin McClain, Dallas) that featured Australian actor Paul Hogan.  from advertising age

Feb 2006  Subaru signs singer Sheryl Crow's song "Every day is a winding road" on ads showing all wheel drive works on that winding road. It's an odd Subaru thing because Sheryl's ex is Subaru's previous spokesman, bike rider Lance Armstrong!  Anyway, the new campaign will focus on safety similar to Volvo. The 'Think. Feel. Drive' line used over the past year will still be used.
Joe Cronin, former worldwide account director on Toyota at Saatchi & Saatchi, succeed Jack Wheaton as group account director on Subaru at DDB.

Jan 2006  'It's what makes a Subaru a Subaru' campaign starts
 

2005 'Think Feel Drive' campaign started with new ad agency DDB.

October, 2005. Subaru plans an ad campaign on MTV's new TV channel, LOGO on October 11 with a group of short ads, along with magazine ads. LOGO is focused on the gay and lesbian community.

September 05
http://www.digitalproducer.com/articles/viewarticle.jsp?id=34629

Week of July 11, 2005 TV advertising to start for the new B9 Tribeca with the rock song 'Dust In The Wind' (by Kansas) playing as a Tribeca drives by and other SUVs turn to dust as a voice says 'the end of the SUV as we know it and the beginning of what an SUV should be'.
The Tribeca has been available on car lots since mid June.

March 21, 2005. SoA announced a new ad campaign for the Legacy and Outback. The ads are a first step in an integrated marketing campaign from new ad agency DDB New York. “We are excited to bring the Subaru global brand philosophy ‘Think. Feel. Drive.’ to our US marketing and advertising strategy,” said Rick Crosson,  marketing VP.  “These first spots take customers back to the roots of Subaru by reflecting on our heritage, core technology, as well as the emotional connection our customers have with their vehicles.  We think this campaign will continue to broaden the Subaru brand’s appeal with fresh creative that signals a return to the clever sense of humor Subaru is known for.” “Think” focuses on differentiating the brand from the perspective of what drivers and passengers need in technology, style, value and service.  “Feel” is about sensitivity to the ride and the environment. It is about the emotional connection that begins with engineers and designers and extends from car to driver. “Drive” is a focus on both the Subaru driving experience and the dedication to quality inside and out.

2003 'Subaru. Driven By What's Inside'. February 3, 2003, Lance Armstrong signed with Subaru (for $12m?). He has had a relationship with Subaru since the early 1990s on a Subaru sponsored bike team. Armstrong ads run through 2004. "Lance Armstrong is a perfect fit. He's a rugged individualist. He's authentic and passionate about what he believes. He's engineered like no other to perform like no other" Fred Adcock, Subaru exec VP. Ads using Lance run through early 2005.
2002 'When You Get It, You Get It' (June 2002) ad campaign.
"Subaru is a company that has always marched to the beat of a different drummer. Our owners are the same way -- smart people who think for themselves and go their own way. We wanted to capture those shared values and emotional connections in the new advertising." Mark Darling, VP marketing, SoA.  This campaign, which doesn't use Paul Hogan, features the strengths of  all-wheel drive and uses “The Beauty of Subaru All-Wheel Drive" slogan. "Subaru has made tremendous strides in recent years in both the quality and diversity of their product line. It was time to make a dramatic new statement about the image of the Subaru brand," said Dennis McClain, Chief Executive Officer, Temerlin McClain. "In all our consumer research, we learned that this new campaign creates a sense of exclusivity about owning a Subaru -- without being pretentious or exclusionary. The work is an invitation to like-minded people to join the club."
2001 'What Are You Made Of' campaign with Martina Navratilova, snowboarder Victoria Jealouse and biker Tara Llanes.
2000 Martina signs with Subaru. "What Do I Know' ad campaign with Wimbledon tennis champ Martina Navratilova, Olympic skiier Diann Roffe-Steinrotter and golfers Julie Inkster and Meg Mallon.
1996-2000 Paul Hogan stars in a very sucessful series of ads memorable for humorous chase scenes with the Outback in all sorts of Austrialian Outback rugged road conditions.
1995 'The Beauty of All-Wheel-Drive'. Paul Hogan becomes Subaru's spokeman. Subaru.com goes live
1992 'Subaru. What  to Drive'
1989 'We built our reputation by building better cars'
1975 'Inexpensive and built to stay that way'. US Ski team makes Subaru 4wd wagon their official car
1970 'The Subaru is not a Japanese Beetle'
1968  'Cheap and ugly does it'
 

Ad companies Help wanted with this section- specific history and tips welcomed.
1970-Green Dolmatch
1973-1975 Spiro and assoc
1975 G. Lois
1975-1991 Levine Huntley Schmidt Beaver
1991-1993 Wieden-Kennedy
1995-2005 Temerlin McClain
March 2005-Ocot 06  DDB
October 16, 2007 Subaru of America is moving its account, with spending each year estimated at $150 million, to Carmichael Lynch in Minneapolis, part of the Interpublic Group of Companies.

Do you have an image that you think should be here?

from the mid-1970s

1975 brochure, © SoA

Subaru Official car of the US ski team advertisment 1980 ©SoA	Subaru introduces the Hillholder clutch, 1980. ©SoA Inexpensive. And built to stay that way'	1984 Subaru 4x4 ad, ll model 1984 Inexpensive. And built to stay that way' ©SoA
1995 ad promoting crumple zones, airbags, all wheel drive. The Beauty of All-Wheel-Drive ©SoA	Subaru's 1st sports car was the 1985 Inexpensive. And built to stay that way ©SoA

Martina Navratilova Subaru Forester ads started May 2001 2000-2002 © SoA, Martina Navratilova

Lance Armstrong Subaru ad from 2003,  Driven By What's Inside © SoA, Lance Armstrong, LAFoundation

2006 Outback XT	2006 B9 Tribeca	2006 Forester XT
2006 STI	'After years of conquering the outdoors, we've conquered the indoors'. 2008 Tribeca ad
09 Forester ad using the new line 'Love. it's what makes a Subaru, a Subaru.' May 2008