Subaru’s new Ascent hogs the spotlight

Who: Subaru Canada, with Zulu Alpha Kilo for strategy and creative (Agence Rinaldi for Quebec creative); OPC for production (Jon + Torey directing); Zulubot for post-production;  The Vanity for VFX; OSO Audio for original music; OMD Canada for media.

What: A campaign promoting the new 2023 Subaru Ascent. It’s the automaker’s latest work under the “Welcome to Uncommon” brand platform, which was launched in 2021 with an emphasis on showcasing how the capabilities of Subaru’s vehicles make the uncommon possible.

When & Where: The national campaign is in market now, running across TV, digital, out-of-home and social.

Why: Whether it’s instilling confidence in drivers despite the scariness of winter driving, a Peloton-inspired drive of the sporty WRX, or a scorching Fast & Furious-esque drive through city streets, the “Welcome to Uncommon” brand platform has focused on how Subaru’s vehicles fit with their drivers’ lifestyle.

The key objective with this campaign is to showcase the capacity of the new three-row Ascent, which can seat up to eight passengers to help deliver “Uncommon Family Adventure.”

How: The campaign’s 90-second lead spot is presented as a fable of sorts. It begins with a postcard urging people to “discover downtown” being blown onto a farm that’s home to a pig.

A young girl who takes care of the pig—walking him, reading to him etc.—discovers the postcard and makes sure the pig is included on the family’s next trip into the city. The spot unfolds with the pig taking up one of the seats in the Ascent’s three rows as the family heads from the farm to the city.

“We’re fortunate to have partners at Subaru who strive to do work that shakes up the cluttered automotive category,” said Zulu Alpha Kilo creative director Jacob Gawrysiak. “We hope people enjoy this charming story of a pig’s first adventure off the farm, thanks to the space in the new Ascent.”

And we quote: “The Ascent is perfect for large families who don’t want the sacrifices that often come with larger vehicles. This mid-size SUV is still incredibly spacious, seats up to seven or eight passengers depending on trim and boasts amazing versatility, as well as the standard Subaru benefits, such as Full-Time Symmetrical AWD, class-leading safety, capability, and comfort.” — Gary Sappleton, director of marketing and brand, Gary Sappleton

Chris Powell