Subaru’s new Outback campaign is a time capsule for Aussie drivers

Subaru has launched its new all-wheel-drive Outback via a new campaign that looks back with fondness on decades of classic Subaru models.

The integrated campaign was created by The Works, with a hero TVC is soundtracked by Starship’s 1987 single ‘Nothing’s Gonna Stop Us Now’.

The commercial begins by gazing into the past, as a father handing the keys of his 1980s Subaru Brumby to his son.

The son leaves home and begins singing the Starship tune, with the rest of the ad moving forward through time as drivers continue to sing the iconic tune.

Other cars to feature in the spot are the 1998 Outback, 2002 ARC Impreza WRX, 2009 Forester and the 2014 XV, while Aussie rallycar driver Cody Crocker also makes a cameo.

The commercial ends as a family drive the all-new Subaru Outback with Eyesight Driver Assist Technology, an 11.6-inch infotainment screen, and two-tonne braked towing capacity, to the top of a mountain.

Damian Pincus, creative partner at The Works said: “Subaru has a rich heritage of producing innovative, comfortable and stylish All-Wheel Drive vehicles that have been adored by drivers across Australia for nearly five decades.

“This campaign simply brings to life these iconic models and the love their owners have for them, culminating in the launch of the All-New All-Wheel Drive Outback, and all set to an infectious 80s anthem that perfectly captures what owners feel and you can’t help but smile to.”

Subaru GM, marketing, Amanda Leaney, added:  “It is a real privilege to create a film that celebrates the love Subaru owners have felt for generations, especially as we launch the all-new Subaru Outback on its 25th anniversary.

“Drawing inspiration from nearly 50 years of Subaru All-Wheel Drive adventures and superb engineering, we are proud to launch our most technologically advanced and luxurious SUV yet.

“This campaign is the epitome of the spirit of Subaru as we start a new generation of adventure with families across Australia.”

Production company Finch was engaged to work on the campaign, while Subaru’s media account is with Publicis Groupe’s Starcom.


Client: Subaru Australia
General manager, marketing: Amanda Leaney
National marketing manager: Trent Whitechurch
Brand manager: Dan Hughes
Consumer planning and insights manager: Jonathan Quirk
Social and communities’ managers: Josephine Furlong and Brooke Warton

Agency: The Works
Creative partner: Damian Pincus
Creative director: Nathan Bilton
Art director: James Gillespie
Copywriter: David Arns
Strategist: Steve Sullivan and Caroline Ghatt
Creative project lead: Rosie Carey
Head of production: Honae MacNeill

Production company: Finch
Director: Jae Morrison
Sound: Squeak E. Clean
Edit & VFX: Arc
Music: Trailer Media
Media: Starcom


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