Carmichael Lynch Makes Memories for Subaru

By Erik Oster 

Carmichael Lynch launched a new spot promoting the Subaru Forester, entitled “Making Memories.”

The ad, directed by Noam Murro, shows a father cleaning out his old Forester and finding items that prompt flashbacks of moments he’s shared with his daughter, beginning with a crayon she left in the car as an elementary school student (apparently he didn’t clean the car out very often). It’s revealed, as the father tosses the daughter the keys, that he’s passing the car down to her. “You can pass down a Subaru,” says the voiceover, “but you get to keep the memories. That’s why we got another Forester.” The approach implicitly highlights the longevity of the vehicle, as well as the sentimentality at the heart of the brand’s advertising. “Making Memories” joins a long list of sentimental Subaru ads highlighting the father-daughter relationship and while it may not tread much new ground, it’s hard to fault Subaru or Carmichael Lynch for sticking to their strengths.



Client: Subaru of America
Spot: Making Memories

Agency: Carmichael Lynch
Chief Creative Officer: Dave Damman
Exec Creative Director: Randy Hughes
Writer / Group Creative Director: Dean Buckhorn
Art Director / Associate Creative Director: Brad Harrison
Head of Production: Joe Grundhoefer
Senior Executive Content Producer: Brynn Hausmann
Business Manager: Vicki Oachs
Account Management: Brad Williams, Adam Craw, Kate Moret, Greta Hughes, Robert Ar

Production Company: Biscuit Filmworks
Director: Noam Murro
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Line. Producer: Jay Veal
Director of Photography: Simon Duggan

Edit House: Rock Paper Scissors
Editor: Stewart Reeves
Assistant Editor: Luke McIntosh and Arielle Zakowski
Executive Producer: Angela Dorian
Producer: Ashley Bartell
VFX House The Mill
Exec Producer: Sue Troyan
Sr. VFX Producer: Dan Roberts
Production Coordinator: Mary Hayden
Shoot Supervisor: Chris Knight, Robert Sethi
Creative Director/2D Lead Artists: Chris Knight
2D Artists: Steve Cokonis, Daniel Lang
Design: Eugene Gauran
Telecine: Company 3 / Stefan Sonnenfeld
Audio Mix: BWN Music / Carl White
Sound Design: BWN Music / Carl White
Post Production Audio Producer: BWN Music / Annie Sparrows
On-Line Editor: Volt Studios / Steve Medin

Music: “Time Will Tell”
Performed by: Gregory Alan Isakov
Written by Gregory Alan Isakov
Music Supervisor: Venn Arts / Jonathan Hecht

On-camera talent: PJ King (Dad)
Fay Masterson (Mom)
Madison Beaty (Teen)
Cordelia Zawaraski (Tween)
Margaret Clark (Grade-schooler)
Quinn Porter (Toddler)
Voice Over Talent: PJ King
Justin Beere (Announcer)