Subaru's latest campaign stresses the brand's safety features with ads that tap into the emotions of parents whose kids have recently learned to drive.
One of the two new ads, by Carmichael Lynch, dramatizes the phone call every parent dreads: their child has been involved in a crash. The spot features teens sitting in wrecked cars calling their parents, but the message is that they're OK -- it's just the Subaru that's damaged. And that's fine with the parents, because their kids' safety is of the utmost importance.
Another more light-hearted spot shows kids growing up with their parents constantly warning them not to play with dangerous stuff -- like trying out Dad's skis on the stairs, wielding a sledgehammer, playing with a razor or grabbing a drill. (There's even an unsuitable boyfriend thrown in for good measure). But when it comes to the kid asking to take the Subaru in heavy rain, it's fine with the parents.
The ads will run on TV, digital and social media. They make for quite the contrast with this new campaign for Xbox's "Forza Horizon 3" game, which shows newly-trained teen drivers tearing it up in a Lamborghini like stunt drivers.