Subaru emotions in motion in new campaign

Tuesday, 9th of March 2021

Subaru has launched an emotion-charged advertising campaign in support of the launch of its sixth generation All-Wheel Drive Outback Sports Utility Vehicle (SUV).

Using the wagon’s 25th Anniversary as inspiration, Subaru and its agency, The Works, have brought history to vivid life, to demonstrate the core DNA that makes its customers among the most loyal in the automotive industry.

The campaign also shows how new Outback broadens Subaru’s horizons even further, appealing to an ever-widening family audience, along with the brand’s entire stable of SUV, performance and road cars.



Keen-eyed Subaru fans will spot “a whole lot of history” in the TVC treatments, according to Subaru Australia General Manager, Blair Read.

“From a classic Brumby ute, actually owned by one of our own staff, to the late great Possum Bourne’s Australian Rally Championship-winning WRX STI - driven in the TVC by another Subaru champ, Cody Crocker and Possum’s co-driver Mark Stacey - there are some incredibly strong and emotional strands that link, to bring us right up-to-date with new Outback.”

Subaru Australia General Manager – Marketing, Amanda Leaney, said: “It is a real privilege to create a film that celebrates the love Subaru owners have felt for generations, especially as we launch the all-new Subaru Outback on its 25th anniversary.

“Drawing inspiration from nearly 50 years of Subaru All-Wheel Drive adventures and superb engineering, we are proud to launch our most technologically advanced and luxurious SUV yet.

“This campaign is the epitome of the spirit of Subaru as we start a new generation of adventure with families across Australia.”



Ms Leaney added: “New Outback is the safest, most luxurious and advanced Subaru SUV ever produced and from the initial response to the campaign from our own staff and dealer network, the pride and emotion engendered by it will cross over to prospective and existing customers too.” 

The new campaign is the third chapter in a series that draws heavily on the brand’s history in Australia.

The TVCs are featuring across free-to-air broadcast, as well as digital platforms, including catch-up TV, YouTube, Facebook and Tik Tok.




Client: Subaru Australia

General Manager - Marketing: Amanda Leaney

National Marketing Manager: Trent Whitechurch

Brand Manager: Dan Hughes

Consumer Planning and Insights Manager: Jonathan Quirk

Social and Communities Managers: Josephine Furlong and Brooke Warton


Agency: The Works

Creative Partner: Damian Pincus

Creative Director: Nathan Bilton

Art Director: James Gillespie

Copywriter: David Arns

Strategist: Steve Sullivan and Caroline Ghatt

Creative Project Lead: Rosie Carey


Production company: Finch

Director: Jae Morrison

Sound: Squeak E. Clean

Edit: Arc

Music licensing: Trailer Media

Media: Starcom




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