Subaru’s New 2021 Ascent Means the Fight for Space Is over for Families Everywhere
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Zulu Alpha Kilo's integrated campaign is launching nationally with TV, online videos, digital, out-of-home and other social initiatives
Subaru Canada is taking a fun and novel approach to introduce the 2021 Ascent, its biggest SUV ever, to Canadians. Using a multi-media approach, the campaign features a series of epic, slow-motion battles between siblings in order to avoid the crammed middle seat. The battle is resolved when they realise they have more than enough space in their new 2021 Ascent.
In a series of broadcast and online videos we see the vehicle towing a boat, traversing steep hills and handling slippery mud, all while keeping the family safe and at peace. As part of the campaign, the out-of-home supports the introduction of Subaru’s biggest SUV ever by showcasing the vehicle as larger than life in various landmark regions across Canada.
“We wanted to appeal to a family audience in a way that wouldn’t be expected,” said Ted Lalka, senior vice president, marketing and product management. “This launch was about generating awareness in a very competitive segment and showcasing the sheer size of the eight-seater Ascent.”
This integrated campaign is launching nationally with TV, online videos, digital, out-of-home and other social initiatives.
“We wanted to dial up the dramatic nature of these battles and make the campaign epic at every touch point,” commented Wain Choi, executive creative director at Zulu Alpha Kilo. “This campaign is not like anything else in the category and will stand out against the competition.”
Zulu Alpha Kilo lead the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.
Client: Subaru Canada
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Art Director: Vic Bath
Writer: Dan Cummings, Jonathan Smith
Account Team: Lauren Boultwood, David Tremblay, Jenn Gaidola-Sobral
Planning Team: Carly Miller, Tim Hopkins
Clients: Gary Sappleton, Curtis Lang, Cynthia Bouris, Ted Lalka