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Subaru Latest Campaign is Keeping the World as Safe as its Cars

Creative 203 Add to collection

Zulu Alpha Kilo worked on the creative campaign showing the variety safety features

Subaru Latest Campaign is Keeping the World as Safe as its Cars

Subaru Canada is taking a fresh approach to remind drivers that there’s nothing safer than a Subaru. The campaign leverages a series of TV and online videos that demonstrate a variety of features that consumers can expect to help keep them safe, while on the road. 

One of the videos opens on a man and his dog running through tough winter conditions with ease, while everyone else is slipping. The story focuses on the safety associated with Full-Time Symmetrical all-wheel drive technology. Another video shows a mother and her daughter going down a slide before suddenly coming to an erupt stop and avoiding a collision with a boy climbing the slide from the bottom. The film demonstrates the safety associated with Eyesight pre-collision braking. The third video shows a woman walking in heavy rain with a dark umbrella and not seeing a bike courier that almost runs into her, later revealing the safety associated with having fewer blind spots.

“This campaign was designed to be quick and hard hitting,” says Ted Lalka, vice president, marketing and product management. “We wanted to feature some of our class leading safety technologies in a way that would draw our audience in and in a way that they could relate to.”  

Subaru launched the campaign nationally using a mix of online, social media and TV.

“We saw this campaign as a great opportunity to elevate the brand’s safety perceptions,” says Susie Lee, creative director at Zulu. “By leveraging people instead of cars in these scenarios, it tells a more emotional story that stands out from the rest of the category.”

Zulu Alpha Kilo led the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.

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Client: Subaru Canada

Agency: Zulu Alpha Kilo


Chief Creative Officer: Zak Mroueh

Creative Director: Susie Lee, Jonathan Smith

Art Director: Rose Sauquillo

Writer: Dave Horovitch

Agency Producer: Tricia Lapidario

Account Team: David Tremblay, Tony Ciccia,

Strategic Planner: Tim Hopkins, Carly Miller

Clients: Ted Lalka, Cynthia Bouris, Don Gill, Sara Pimentel

Agency partner: Rinaldi (Montreal)

Rinaldi Team: Maurice Rinaldi, Marie-France Ricard, Catherine Lalonde

Media Agency: OMD

Media Agency Planner: Michelle Jairam, Martine Farrow, Cobi Grein

Production House

Partners Film Director: Michael Downing

Production House Executive Producers: Gigi Realini

Production House Line Producer: Jeff Schwartz

Director of Photography: Barry Parrell


Editing Company: Zulubot

Editor: Micah Rix-Hayes

Online: Steve McGregor, Darling VFX


Colourist: Roslyn Di Sisto, Darling VFX

Post Production

Post-Production Executive Producer: Stephanie Hickman

Post Producer: Morgan Campbell


Audio Post Facility: Eggplant Music & Sound

Audio Director: Adam Damelin

Producer: Nicola Treadgold

Engineer: Nathan Handy

Genres: People

Categories: Automotive, Cars

Zulu Alpha Kilo, Tue, 28 Jan 2020 14:57:09 GMT