SUBARU BACKS REVAMPED MODELS WITH $45 MILLION: REDESIGNED LEGACY AND OUTBACK TOUTED IN ADS STARTING MID-AUGUST

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Subaru of America will break nine 30-second TV spots Aug. 16, in an approximately $45 million campaign to launch its all-new Legacy and Outback models.

The commercials from Temerlin McClain, Dallas, continue to use actor Paul Hogan as a spokesman. The effort also will push the existing Forester.

Media buys will be primarily cable supplemented by network TV ads, a Subaru spokesman said.

Print and outdoor will support.

Subaru said it will use about 57% of its annual ad budget in the remainder of 1999. The importer spent $83.8 million in measured media in 1998, according to Competitive Media Reporting.

BUYERS CAN AFFORD MORE

"A lot of the people who buy our cars could afford to buy a lot more car," said H. William "Bill" Cyphers III, Subaru's VP-marketing, "but I think they're comfortable in their role."

About 54% of Subaru buyers are women, and many buyers are in "analytical-type" professions such as nursing, medicine, teaching and engineering, he said.

Seven of the new ads are for the Outback, stressing the all-wheel-drive vehicle's ruggedness but also showing the 2000 model as quieter, more stylish and more refined. The tagline "The beauty of all-wheel drive" appears only in type, with different closing lines in different ads.

One spot for the Outback sedan shows Mr. Hogan driving the car into a cityscape that includes sheep, kangaroos, crocodiles and cowboys. Mr. Hogan says: "My kind of town."

The two Forester spots in the rotation will be replaced when a redesigned model

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