Subaru
The best roads don’t look like roads.
Client: Subaru · Agency: Revolution · Year: 2012–2013
Some car brands sell tarmac. Subaru sells what begins where it ends. A brand TV campaign that confirmed, a year later, the positioning we launched with the Forester: Genuine 4x4. The attitude was the same in both: less nonsense, more mountain.
Challenge
After the success of “Auténtico 4x4” (Genuine 4x4) in 2012, Subaru needed a new campaign to cement its positioning in late 2013. With one small catch: there was no footage and no budget to shoot any. Nothing.
Idea
Subaru buyers are not ordinary drivers. They love real nature, and easy roads were never meant for them. That gave us the insight: some people only start enjoying the drive when the tarmac ends. Stock clips and stock music, edited in house, were all it took to put us in their seat.
A year earlier: Genuine 4x4
The new Forester had arrived in Spain at an odd moment: SUVs were in fashion, yet hardly any of them could really leave the tarmac. The Forester could. It was an old-school off-roader, a car made for the mountains. Instead of competing with the trend, we called things by their name: not an SUV, not a crossover, a genuine 4x4. And we backed it with a manifesto for a world with less nonsense.
Result
The launch beat its target: we ran out of cars. And what was born for one model became the attitude of the whole brand. “The best roads don’t look like roads” confirmed it a year later, and it kept growing in the years that followed.
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