Subaru Changes Creative Course

Temerlin McClain is repositioning Subaru of America this summer in a new campaign tagged “When you get it, you get it.”

Vehicles co-star with “Subaru people” in eight new television spots from Temerlin. The series marks a departure from previous work featuring Paul Hogan. That campaign, which ran for eight years, used the Australian actor’s down-under quirkiness to personify the brand.

Subaru, according to agency executive creative director Eric McClellan, has always been a niche product, appealing to people who perceive themselves as marching to a different drummer.

But the company’s change in creative strategy also shifts the focus towards the performance of the brand’s diversified lineup touted in the ads.