Subaru of America marketing chief Mark Dunn said that the new ads for the Impreza were meant to have more humanity than the series of rather chilly ads Wieden & Kennedy has created in the last year. In fact, internally, the new work, which includes a voiceover by Cheers actress Kirstie Alley, was called the ‘heart’ campaign. In addition to using Alley, who may be best known for thanking her husband on national TV for giving her ‘The Big One,’ as she accepted an Emmy, the search for ‘heart’ extended to the casting of actors in the ads who love their new Impreza. In one spot, an elderly man talks up his Impreza, and talks about his friends who don’t listen to him and can’t adapt to change.
Copyright Adweek L.P. (1993)