A steamy new spot by Temerlin McClain that introduces Subaru’s 2001 Forester takes aim at a female audience with an initially erotic–and ultimately humorous–twist.
The commercial’s central figure is a bare-chested man washing the vehicle under a hot sun. The vision of his sculptured torso, shot in slow motion, seems to draw an entire village of women, from waitresses to female traffic cops, to gape at his physique.
But here’s the kicker: When the young Adonis approaches the first of the women and announces that he is finished, she replies, “Whatever,” and keeps staring–at the Subaru.
“We were trying to showcase the exterior redesign,” said Bill Cyphers, vice president of marketing for Subaru of America, Cherry Hill, N.J., who also noted that the car has a 55 percent female-buying rate.
The Irving, Texas, shop’s “Car Wash” spot was directed by Zack Snyder and is running on cable and spot TV markets representing 50 percent of the U.S.
–J. Dee Hill