Subaru Launches New Advertising Campaign - 'When You Get It, You Get It'

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News of June 05, 2002

Subaru Launches New Advertising Campaign - 'When You Get It, You Get It'

All-New Creative Captures Unique Personalities of Subaru Customers

CHERRY HILL, N.J. - Subaru of America, Inc. (SOA), a pioneer of crossover all-wheel drive vehicles designed for the active lifestyle, today launched a new advertising campaign highlighting the rational and emotional benefits associated with Subaru All-Wheel Drive vehicles. The "When You Get It, You Get It" campaign, created by Temerlin McClain, Dallas, captures the independent spirit of Subaru customers -- smart, confident individuals who prefer to go their own way.

The When You Get It, You Get It campaign establishes a clear departure from the now legendary Subaru Outback creative featuring Australian actor, Paul Hogan, a stable fixture of Subaru branding efforts since 1995. Over the past several years, Subaru has slowly emerged from reliance on Hogan to reflect the diversified products present in the Subaru lineup, including the rally-inspired Impreza WRX and Subaru Forester. The new creative continues to emphasize the unique benefits of Subaru All-Wheel Drive and will utilize the current tagline, The Beauty of Subaru All-Wheel Drive.

"The When You Get It, You Get It creative captures the independent spirit of both our brand and our customers," said Mark Darling, Vice President of Marketing, Subaru of America. "Subaru is a company that has always marched to the beat of a different drummer. Our owners are the same way -- smart people who think for themselves and go their own way. We wanted to capture those shared values and emotional connections in the new advertising."

"Subaru has made tremendous strides in recent years in both the quality and diversity of their product line. It was time to make a dramatic new statement about the image of the Subaru brand," said Dennis McClain, Chief Executive Officer, Temerlin McClain. "In all our consumer research, we learned that this new campaign creates a sense of exclusivity about owning a Subaru -- without being pretentious or exclusionary. The work is an invitation to like-minded people to join the club."

Central to the new campaign are eight television spots, each capturing a unique facet of the Subaru driver -- fully engaged in life and confident in their convictions. In each spot, Subaru owners outwit, outsmart and outdrive others who do not share their informed perspective. For example, in "Deer Spotting," a couple quietly observes a group of deer in the woods from the comfort of their Subaru Outback. All is well until the tranquility is shattered by a heavy-footed SUV driver racing through the forest to catch a glimpse for himself -- one who clearly doesn't get it. In "Outside the Box," a Forester owner covertly picks her daughter up from school to help release the class bunny back into the wild where he belongs.

The "When You Get It, You Get It" campaign will feature Subaru Outback, Forester, Impreza WRX models, and introduce the all-new Subaru Baja. The television spots debuted on last night's Tony Awards on CBS and will continue to appear on CBS and NBC programming including The West Wing, Will & Grace, Judging Amy, Everybody Loves Raymond and Dateline. Television ads will air on several cable networks including A&E, Lifetime, CNN, History Channel, ESPN and HGTV. Print insertions will be featured in People, Time, Newsweek, Entertainment Weekly, Martha Stewart Living, Health and Coastal Living.

An innovator in all-wheel drive crossover vehicles, Subaru has a long employed alternative thinking when it comes to vehicle design, a characteristic embraced by Subaru owners. In response to the SUV craze of the mid-1990's, Subaru developed the Outback, a car-based sport utility combining the rugged versatility of a truck-based SUV with the comfort and control of a traditional passenger car. Subaru repeated this logic in 1997 when it introduced the Subaru Forester, a small SUV alternative that helped fuel the development of a new market segment. In 2001, Subaru launched the Subaru Impreza WRX, an all-wheel drive performance car that has been praised by automotive enthusiasts for its unique combination of handling, driving dynamics and value. All Subaru models feature a unique horizontally-opposed "boxer engine" and all-wheel drive for superior performance and driving dynamics on any road surface.

(June 3, 2002)

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