In a make-or-break bid to reenter the subcompact market, Subaru will launch its Impreza model with advertising that is more traditional than its quirky "What to Drive" campaign. Subaru, which made its mark with four-wheel drive subcompacts, hasn't had a strong selling small car for eight years and barely broke the 100,000-unit sales barrier in 1992. Subaru senior vp Chuck Worrell says the car will be the star in Wieden & Kennedy's Impreza commercials, which break during the Super Bowl. The carmaker will even take a competitive swipe at the Honda Civic in the spots.
Copyright Adweek L.P. (1993)