“We could have gone a more traditional route but it wouldn’t have been nearly as memorable.” That’s the sole line of copy in this commercial, “Honeymoon” for the Subaru Outback from Carmichael Lynch. Part of their “Love” campaign, which, according the agency website, has doubled the automaker’s market share in the last three years.
That’s a good result, especially for a carmaker that has long struggled for relevance, let alone sales. But not for lack of trying. If you’ve read Randall Rothenberg’s chronicle, Where the Suckers Moon then you know something about these efforts as well as advertising history. If you haven’t read this fine book, do so. Few, if any, advertising books are as entertaining and revealing. Suffice it to say, Subaru has a notorious creative past.
Back to the commercial at hand, about a young couple using the vehicle to go on an exotic camping trip for their honeymoon. They encounter rugged obstacles, including an ox in the road. When they set up camp, a lovely white tent, a rainstorm forces them back into their trusty Outback. They laugh and smile throughout. Awwww!
The AVO (from the husband’s POV) deftly refers to their unusual choice for honeymoon as well as vehicle. A simple concept, if I saw the storyboard I’d get it immediately. The execution is lovely as well, capturing the young couple in all their joy. I must say I grow weary of soulful crooning in commercials (Do people really listen to this pap?) but I suppose it’s appropriate here.
So it’s a good fim but is it an appropriate way to sell an SUV? For years, carmakers have tried to convince Mr. and Mrs. Smith that rugged SUV’s actually make great vehicles for shopping malls and soccer pick-ups. Mission accomplished. SUV’s are ubiquitous. Annoyingly so.
Here Subaru is going back to the future, taking a pair of upper-middle class kids into the outback. Your marriage isn’t about malls and soccer practice, it’s telling them. Not yet, anyway. Whether we believe this shaggy hipster and his ‘Zoe’ of a bride would actually take such a honeymoon is immaterial. This is Hollywood romance, a la Out of Africa or, more plausibly, visiting Australia your senior year of college. I believe the word is “yearning.” If young people end up yearning for a Subaru Outback, I’m sure the agency and client would be giddy as newlyweds.