How Subaru Fell in Love and Never Looked Back

The automaker rides the relentless optimism of its Carmichael Lynch ads to record sales

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IDEA: Subaru owners knew it almost before the company did. It was always about love.

"If you ask a Subaru owner what they think of their car, more times than not they'll tell you they love it," said Alan Bethke, director of marketing communications for Subaru of America. "It was always in front of us, but never utilized in the marketing."

That changed five years ago, when Carmichael Lynch launched work with that simple theme: "Love."

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