Dogs beg for a Walk on the Wild Side as Subaru looks to reposition brand in Australia

Subaru's dogs singing Lou Reed

Dogs invite owners to Walk on the Wild Side in new Subaru campaign

Subaru has taken its newest brand campaign out for a run, with a trio of dogs offering up a rendition of Lou Reed’s Walk on the Wild Side.

The car maker has adopted a new brand positioning with Subaru Do, through agency Disciple, which developed a range of different films tailored to be viewed on small screens and via social media platforms.

Developing the new campaign led to an internal shift in the way that Subaru approaches its customer path to purchase.

Subaru Australia national marketing manager, Amanda Leaney, said the company had reassessed how it approached marketing by getting a clearer understanding of the different media customers were using in their journey to buying a new car.

“Aussies are doers and our new ‘Subaru Do’ brand positioning captures this insight and our brand essence in just two letters,” Leaney said.

Andrew Caie, general manager – marketing, for Subaru, said it was vital that the campaign had a story to support it.

“It doesn’t matter how much media changes, if you don’t have a brand story to entertain then you are just like any other click, TARP (target audience rating point) or logo in market and that’s what makes Disciple different,” Caie said.

The social and mobile ads have each been devised to highlight an element of Subaru’s technology such as crash avoidance, all backed by the Lou Reed soundtrack.

Voice command


All-wheel drive

And price shock


Forester Agency: Disciple
Creative Partner – Tim Brown Creative Partner – Pete Buckley
Head of Account Service – Libby Weston-Webb
Account Director – Vincent Pled
Planning Director – Kathy O’Connor
Agency Producer – David Steindl Director – Tim Bullock
Executive Producer: Adrian Shapiro
Production Company – Scoundrel
Post-Production – Alt VFX
Music: Nylon Studios
Client: Subaru Australia
General Manager – Marketing – Andrew Caie
National Marketing Manager – Amanda Leaney
Brand Manager, Acquisition – Josephine Furlong
Brand Manager, Conversion – Brooke Warton
Short Films: Agency: Disciple
Creative Partner – Tim Brown
Creative Partner – Pete Buckley
Copywriter: Alan Wilson
Art Director – Anna Short
Account Manager – James Arnold
Director/Producer – Stef Puskar
DOP – Mitch Ayers
Production Company – Brightwork’s Productions

Simon Canning


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