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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’s New 2021 Ascent Means the Fight for Space Is over for Families Everywhere
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.

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Client

Client: Subaru Canada

Agency

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

Media

Media Agency: OMD

Media Team: Natasha Cappelli, Cobi Grein

Agency Producers: Clare Dietrich, Teresa Bayley, Houng Ngui

Production

Production House: Revolver

Director: Scott Cudmore

Post Production

Post Production Company: Zulubot / Darling VFX

Editor: Jessie Posthumus

Music House: Vapor

Photographer: Chris Robinson

Digital Imaging: Brad Pickard

Mac Artist: Jeannette Downes

Categories: Automotive, Cars

Zulu Alpha Kilo, Tue, 05 Jan 2021 14:13:44 GMT