Subaru "Heaven"

If you find people more interesting than cars, you’ll probably find the new Subaru campaign (via Carmichael Lynch, Minneapolis) more interesting than the typical automotive sales pitch. The commercials focus largely on the owners, depicting them as a breed apart from the run-of-the-mill consumer. The catch is that you may wonder whether you like these people and would care to enlist in their ranks. The spot shown where features a young guy who has just bought a new Subaru Forester and is driving his old one (followed by a friend driving the new one) on a two-day journey so he can deposit it in “Subaru heaven” — a hilltop where old Subarus are left so they can be cannibalized for spare parts by people whose vintage models are still on the road.