Carmichael Lynch Revisits Its Own Past in New Subaru Campaign

By Erik Oster 

If the footage in Carmichael Lynch’s new “Proud to Earn Your Trust” spot for Subaru looks familiar, there’s a reason. The agency recycled pieces of old ads in its ongoing “Love” campaign for the brand to deliver the message in the ad, which exists in 30 and 60-second iterations.

“Maybe it was here,when you hit 300,000 miles” begins the voiceover at the opening of the spot, “or here, when you walked away without a scratch,” the spot continues, going on to list times when drivers appreciate their Subarus most.

Re-using old material may feel a bit easy, but the message seems to excuse the approach, as it actually serves the narrative. It also makes, we imagine, for a pretty cost-effective ad.

“Over the past eight years, we’ve seen our Love campaign resonate incredibly well with consumers, who often feel a personal, emotional connection to the brand and the stories we’ve told,” Alan Bethke, senior vice president of marketing at Subaru of America told Adweek.