Snuggie Backlash Ad Aids Subaru Canada Sales

Outback Spot Uses 11 Seconds of the Ubiquitous Infomercial

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Two of America's Hottest Brands as selected by Ad Age are -- at long last -- united in a single TV commercial from Canada.

This spot from Subaru Canada for the Outback, created by DDB, Toronto, is an appeal to outdoorsy types and paints the Snuggie, the famous "blanket with sleeves," as the antithesis of all things rugged. Which would seem to be a pretty unassailable point of view.

The ad, which first aired last month, seems to be working. Ted Lalka, VP-product planning and marketing at Subaru Canada, told Marketing magazine that the spot is driving more visits to dealerships and that it's led to a 213% sales increase in October.

Mr. Lalka told Marketing, one of Ad Age's international partners, that Subaru has 2% market share, and really needed a spot that could break through.

"We wanted to come up with something that would disrupt people," he said.

Marketing quoted a DDB executive confirming that Subaru purchased the rights to the infomercial, but that executive didn't disclose terms of the deal.

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