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