The Crosstrek takes on mythical qualities

Subaru Canada is engaging in some myth-making in a new integrated campaign promoting its revamped Crosstrek, which it describes as an “outdoorsy yet urban” vehicle.

Developed by Zulu Alpha Kilo, the “True Urban Legend” campaign is built primarily around a 30-second video ad featuring interviews with three rural residents who’ve never seen the Crosstrek in person, yet describe it like a mythical creature.

The spot juxtaposes their almost fantastical statements with standard video of the vehicle. “I heard it wanders the streets at night, in search of food,” says one woman, followed by a shot of the Crosstrek passing by a restaurant. “You know how nobody can find parking on game day?” says another, before adding in a reverential tone. “It found a way.”

Gary Sappleton, director of marketing and brand management with Subaru, said the Crosstrek is the best-selling vehicle in the automaker’s lineup, competing in the extremely competitive subcompact/compact segment. “It is one of our most versatile and capable SUVs and that makes it the perfect fit for city dwellers that crave some fun and adventure outside of the city as well,” said Sappleton.

The campaign is running nationally across online video, digital, out-of-home and social. Agence Rinaldi handled Quebec market creative, with OMD responsible for media planning and buying.

Chris Powell