Subaru goes down the sentimental path in ad encouraging families to appreciate ‘moments hiding in plain sight’

Subaru has played the ‘sentimental’ card in its latest ‘Every moment is a chance to do’ campaign.

Forming part of Subaru’s ‘do’ brand positioning and philosophy, the ad says that there are moments that matter all around us – we just need to slow down and appreciate them.

The ad, created by Disciple, features a father and son going on a camping trip together while a voiceover reminds viewers that there a moments in life which are often missed.

‘Time is precious’, according to the ad.

As part of the ‘every moment is a chance to do’ campaign, Subaru has created a hashtag #OneLittleMoment which asks Australians to capture an image of their daily ‘little moment’ and share it across social media.

Amanda Leaney, general manager of marketing at Subaru Australia, said the ad looks to help families slow down and recognise the small moments.

“Sometimes we’re so busy working, parenting and living, that moments great and small are rarely recognised as they’re happening.

“From seeing the excitement in their dog’s eyes when they arrive home, to seeing their kids form friendships at the school gate, to enjoying a meal with their family… It’s these everyday
moments that connect us and make us all human.

“In our life, every moment is a chance to laugh, to learn. A chance to sing, to scream, to love and to share.”

In another campaign asset, Subaru staff were asked to look out for moments they would normally miss and then share them across social media.

Subaru’s media agency Starcom will handle the media planning and buying for the campaign.

Nancy Lan, national commercial partnerships director at Starcom, said: “This new TVC heralds the start of a broader long-term brand campaign for Subaru, which is designed to encourage more Australians to see Subaru as a brand for them. Subaru’s mission is to bring families closer together and inspire them to enjoy the magic of living in the moment.”


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