Subaru Goes Stargazing in Dreamy Campaign Made With Canada’s Royal Astronomical Society

When did you last see the heavens?

Twinkle, twinkle, little car.

Subaru Canada channels the magical feeling of a night drive beneath celestial lights in a new campaign from Red Urban. Developed with the Royal Astronomical Society of Canada, #SubaruDarkSky invites Canadians to venture far from the haze of cities and suburbs to study the heavens. 

In the launch video below, a typical family does just that, piling into their Subaru Outback for some stargazing:

The automaker's logo, a stylized representation of the Pleiades Cluster (isn't it obvious?), helped inspire the campaign, says Red Urban creative director Christina Yu, who adds that the approach fits the brand "because Subaru is about getting out and enjoying nature." 

Rolling out over the next few months, #SubaruDarkSky includes print ads, digital elements and a closed-captioning sponsorship on TV. The campaign website also features lots of astronomical information, and tips for getting the best views of constellations and other objects of interest.

Sure, it's a stretch—but why shouldn't Subaru aim high? After all, Cadillac and Volkswagen really shined when they reached for the stars.


Client: Subaru Canada

Creative Agency: Red Urban

President: Steve Carli

Executive Creative Director: Christina Yu

Senior Creative: Patrick Shing

Senior Creative: Pete Gardiner

Producer: Anna Tricinci

Strategist: Mario Ramirez Reyes

Group Account Director: Trevor Byrne

Senior Account Executive: Tim Simpson

Production Company: Untitled Films

Director: John Mastromonaco

Line Producer: Tom Evelyn

Executive Producer: Lexy Kavluk

Director of Photography: John Houtman

Editorial Company: Panic + Bob Editing

Editor: David Baxter

Assistant Editor: Alec McKay

Executive Producer: Carolyn Atyeo

Transfer: Alter Ego

Colourist: Eric Whipp

Colour Assistant: Patrick Samaniego

Online: Alter Ego

Flame Artist: David Whiteson

Assistant Flame Artists: Andrew Thiessen/Alexa Salsberg

Post Producer: Hilda Pereira

Original Music + Sound Design: Grayson Matthews