If the footage in Carmichael Lynch’s new “Proud to Earn Your Trust” spot for Subaru looks familiar, there’s a reason. The agency recycled pieces of old ads in its ongoing “Love” campaign for the brand to deliver the message in the ad, which exists in 30 and 60-second iterations.
“Maybe it was here,when you hit 300,000 miles” begins the voiceover at the opening of the spot, “or here, when you walked away without a scratch,” the spot continues, going on to list times when drivers appreciate their Subarus most.
Re-using old material may feel a bit easy, but the message seems to excuse the approach, as it actually serves the narrative. It also makes, we imagine, for a pretty cost-effective ad.
“Over the past eight years, we’ve seen our Love campaign resonate incredibly well with consumers, who often feel a personal, emotional connection to the brand and the stories we’ve told,” Alan Bethke, senior vice president of marketing at Subaru of America told Adweek.