Everyone and the Family Pig Has Plenty of Room in Subaru's 2023 Ascent

Subaru Canada is promoting its new three-row Ascent SUV with the help of an unexpected backseat companion.

The advertising campaign tells a heart-warming story about a farm girl and her large pet pig, who gets to leave the farm and see the city for the first time, thanks to the spacious and comfortable three-row Subaru Ascent. 

"The Ascent is perfect for large families who don't want the sacrifices that often come with larger vehicles," said Subaru's director of marketing and brand, Gary Sappleton. "This mid-size SUV is still incredibly spacious, seats up to seven or eight passengers depending on trim and boasts amazing versatility, as well as the standard Subaru benefits, such as Full-Time Symmetrical AWD, class-leading safety, capability, and comfort."

Conceived by Zulu Alpha Kilo, the campaign is the latest instalment under Subaru’s successful Welcome to Uncommon brand platform, launched in 2021, which features the uncommon experiences made possible by Subaru’s remarkably capable vehicles.

“We’re fortunate to have partners at Subaru who strive to do work that shakes up the cluttered automotive category,” said Jacob Gawrysiak, creative director at Zulu Alpha Kilo. “We hope people enjoy this charming story of a pig’s first adventure off the farm, thanks to the space in the new Ascent.”

The campaign is launching across Canada in TV, digital, OOH, and social initiatives. Zulu Alpha Kilo led the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying. Post-production was handled by Zulubot and the Vanity and original music was composed by OSO Audio.