Subaru Unveils Two New Safety Ads, and They Couldn't Be More Different

Nothing says love quite like twisted steel and shredded tires. Wrecked cars, and their understandably shaken and contrite teenage drivers, appear in Carmichael Lynch's latest work for Subaru, which focuses on the automaker's safety record as part of its long-running and highly successful "Love" campaign. In "I'm Sorry," a spot breaking today in 60- and 30-second edits, everyone walks away with minimal physical damage. Still, it makes us wonder if Mom and Pop will give these kids the keys again any time soon. "We used real Subaru vehicles that were in real crashes," Brian Cavallucci, client national advertising manager, tells AdFreak, "and while there is always a risk in spots like this, we did our best to depict accidents that were representative of real-life scenarios." Subaru has driven down this road before, showing horribly crashed cars in "They Lived," a memorable ad from 2014 that also touted safety. Real stories from Subaru drivers inspired both that work and the current "I'm Sorry" commercial. "We get letters and emails sent to us, directly from our owners, with stories and pictures from vehicle crashes that they survived," often escaping "with nothing but bumps and bruises," says Cavallucci. "They send these in to thank Subaru for building safe cars that protected them, and their loved ones." Another new spot, "Take the Subaru," employs a much lighter tone to convey the safety message, as kids reach for potentially dangerous items, only to be thwarted by their parents every time. A spear gun and blow torch? Sounds like one heck of a Show & Tell! Directed by The Corner Shop's Peter Thwaites, both spots are a tad edgy—"I'm Sorry" obviously far more so than its comedic counterpart—especially with young people front and center, and the notion of crashes hanging in the air. That tension gives the brand's familiar "Love" refrain some relatable dimension and extra emotional depth. And it's refreshing to see a carmaker get under viewers' skin, and perhaps, grind their gears a bit, rather than sticking in neutral with happy-smiley advertising that doesn't take any chances. "Our owners love their Subaru vehicles for a variety of reasons," Cavallucci says. "In moments when they have been in an accident, or someone they love has been in an accident, and their Subaru kept them safe, that is a moment that causes them to love their Subaru even more." CREDITS Client: Subaru of America Senior Vice President of Marketing: Alan Bethke National Advertising Manager: Brian Cavallucci Advertising Production Specialist: Michelle Shoultes Agency: Carmichael Lynch Chief Creative Officer: Marty Senn Exec Creative Director: Randy Hughes Writer/Group Creative Director: Dean Buckhorn Art Director/Creative Director: Brad Harrison Head of Production: Joe Grundhoefer Senior Executive Content Producer: Brynn Hausmann Director of Business Affairs: Vicki Oachs Talent Payment Specialist: Jennifer Knutson Account Management Team: Brad Williams, Adam Craw, Erin Zunich Product Information Team: Robert Ar, Jonathan Bush Brand Planning Team: Liz Giel, Meghan McCollum, Maddie Wolf Senior Project Manager: Allison Sadeghi Production Company: The Corner Shop Director: Peter Thwaites Managing Partner/Executive Producer: Anna Hashmi Line Producer: Donald Taylor Director of Photography: Joost Van Gelder Edit House: Work Editorial Editor: Stewart Reeves ("I'm Sorry"), Arielle Zakowski ("Take the Subaru") Assistant Editor: Louise Robinson Executive Producer: Marlo Baird Producer: Brandee Probasco Telecine: Adam Scott, The Mill VFX House / Online Artist(s): Steve Medin, Volt Studios VFX Post Producer: Amanda Tibbits Audio Mix: Carl White, SisterBoss Sound Design: Carl White, SisterBoss Post Production Audio Producer: Annie Sparrows, SisterBoss Music: "I'm Sorry" Music by Barking Owl Creative Director : Kelly Bayett Producer: KC Dossett "Mahalla" Performed by: Carolina Chocolate Drops Writer: Hannes Coetzee Music Supervisor: Jonathan Hecht, Venn Arts

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Subaru Unveils Two New Safety Ads, and They Couldn't Be More Different

One bleak and somber, one comic

David Gianatasio

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David Gianatasio