Creativity

A Kid Hates His Dad's New Subaru in Subaru's New Spot

Humorous First U.K. Ad by MullenLowe London Promotes the XV Model

By Alexandra Jardine. Published on Jan 17, 2018

Editor's Pick

Subaru takes a funny and unusual approach to marketing its latest model, the XV, in a U.K. campaign by recently-appointed agency MullenLowe London.

The spot depicts a father excitedly showing his son (who's doing a drawing of a cool-looking rocket-powered vehicle) his new Subaru. However, instead of being enthusiastic, the kid completely hates the car: it doesn't have rockets, or anything fun like his drawing and he doesn't care about its all-wheel drive system, safety or reliability. "Maybe one day you'll get to drive it," offers the hapless father as the kid stamps his feet and throws the drawing on the ground.

The spot ends with the words "One day they'll understand." It's a theme somewhat reminiscent of a recent VW ad from Germany, which underlines how VW cars differ from the fantasy cars that children dream about, but might save their lives. However, the humorous approach is different-- and kudos to director Keith McCarthy of Stink Films for getting a great performance out of the kid.

The work breaks this weekend on TV, in cinema, in print and online, including a media partnership with National Geographic. Subaru's communications manager, Alexandra Lyons, comments in a statement: "Auto advertising all looks and feels the same. The engineering that goes into our cars sets Subaru apart from that style over substance. We don't have the biggest marketing spend in the car market so we need to outsmart others to win attention, and this work for the XV does just that."

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Credits

Date
Jan 17, 2018
Agency:
MullenLowe London
Client:
Subaru (U.K.)
Group Marketing Director:
Chris Hawken
Communications Manager:
Alexandra Lyons
Executive Creative Director:
Mark Elwood
Creative Director:
Augusto Sola
Creative Lead:
Gavin Cumine
Creative:
Greg Stekelman
Creative:
Drew Davies
Creative:
Angus Crombie
Designer:
Dave Allen
Designer:
Harry Ingrams
Executive Partner:
Laurence Green
Business Lead:
Ross Farquhar
Account Director:
Alex Gillespie
Account Director:
Georgina King
Account Manager:
John Stowell
Strategist:
Joe Smith
Producer:
Luke Judlin
Creative Producer:
Josh Burley
Production Company:
Stink Films
Director:
Keith McCarthy
Executive Producer:
Jon Chads
Producer:
Josh Barwick
Producer:
Peter Knowles
Production Assistant:
Chloe Fernandes
Director of Photography:
Christopher Sabogal
Sound Design:
Unit
Sound Designer:
Jamie Thomas
Post Production:
Stitch
Editor:
Tim Hardy
Color Company:
MPC
Colorist:
George K

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