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Subaru Pitches New Car as the G.O.O.A.T. in New Campaign

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Zulu Alpha Kilo and Spy Films’ Fatal Farm play on famous acronym in spot for the 2020 Outback

Subaru Pitches New Car as the G.O.O.A.T. in New Campaign
Subaru Canada is taking a bold and unconventional approach in launching its flagship vehicle. The brand is leveraging the famous acronym G.O.A.T. (Greatest Of All Time) to dub the All-New 2020 Outback as the G.O.O.A.T. (Greatest Outback Of All Time) in a campaign created by Zulu Alpha Kilo and directed by Spy Films’ Fatal Farm. 
Using an integrated, multi-media approach, the campaign features a showdown between one of Canada’s most rugged, capable and majestic animals, the mountain goat versus Canada’s newest, boldest and most capable vehicle, the All-New 2020 Subaru Outback. 

“We operate in a very competitive environment where the expectation for new vehicles are, they perform and handle everything Canada has to throw at it,” says Ted Lalka, vice president, marketing & product management. “For the launch of the new 2020 Subaru Outback, we knew it had to be disruptive and talk-worthy.”

Subaru is teasing the launch across social media before launching nationally with TV, Digital, OOH, Print, and other social initiatives. The showdown between the G.O.A.T. and the G.O.O.A.T. will also be finding its way into dealerships where people can test drive the G.O.O.A.T. for themselves.

“We figured a cheeky showdown between a Subaru Outback and a mountain goat would be a great way to get the attention of our target,” says Zak Mroueh, chief creative officer and founder at Zulu Alpha Kilo. 
Zulu Alpha Kilo lead 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: Michael Siegers, Alem Duranovic

Writer: Jonah Flynn, Jackson Kemp

Clients: Ted Lalka, Cynthia Bouris, Gary Sappleton, Curtis Lang

Strategic Planner: Tim Hopkins, Carly Miller

Account Team: David Tremblay, Tony Ciccia, James Farquharson

Broadcast Producer: Revital Grunberg

Agency Print Producer: Houng Ngui, Allison Dick


Media Agency: OMD

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


Production House: Spy Films

Director: Fatal Farm

Executive Producers: Natalia Winardi

Line Producer: Vanessa Lenarduzzi

Director of Photography: Todd Duym


Editing: Zulubo, Jay Baker

Compositor / Online: Alter Ego

Special Effects: Darren Achim/Eric Perrella

Animation: Ian Flaig, Tom Wolstenholme

Colourist/Transfer: Eric Whipp

Post Producer: Pallavi Joshi-Firby


Audio Post Facility/Music House: Eggplant Music & Sound

Audio Director: Adam Damelin

Producer: Nicola Treadgold

Engineer: Nathan Handy


Photographer: Noel Hendrickson

Studio Artist: Jeannette Downes, Brandon Dyson

Genres: Comedy

Categories: Automotive, Cars

Zulu Alpha Kilo, Wed, 23 Oct 2019 15:16:19 GMT