Subaru makes good cars. At least that’s what Consumer Reports says year after year. But why do most their cars look, well, so pedestrian. While that’s one person’s opinion, it seems, according to a recently launched campaign for the Impreza (which does actually look better than past models) created by DB Canada, German engineers are jealous of Subaru’s performance.
The campaign consists of an onslaught of television, out-of-home, online, print, direct and cinema. The cinema ad broke late July and the rest is coming soon to Canadians country-wide.
The cinema ad, which you can view here, features four German engineers out for a joy ride in the Imprezza. They cruise the test track to the tune of Falco’s Amadeus until they are met with the disapproving eyes of their senior engineer who mutters disgust in German.
With the campaign’s tagline “the Japanese car the Germans wish they made,” online banners come in all forms as does out-of home, newspaper and direct which comes as an “authentic letter from overseas. When opened, consumers find “an airmail letter from Gunter Shroder, a German engineer who must clear his conscience by trumpeting the virtues of the all-new 2008 Subaru Impreza. In addition to the personalized note, Gunter includes personal photos he’s secretly taken (delivered in a Fotomat envelope) showing the vehicle in all its glory along with handwritten comments extolling the new Impreza’s many virtues.”
