Magazine article ADWEEK

Subaru Shifting Direction with DDB, Garfinkel: Post-$165 Mil. Win, Shop CCO Sees 'Great Story to Be Told'

Magazine article ADWEEK

Subaru Shifting Direction with DDB, Garfinkel: Post-$165 Mil. Win, Shop CCO Sees 'Great Story to Be Told'

Article excerpt

LOS ANGELES In 1980, a young copywriter at Levine, Schmidt, Huntley & Beaver wrote a Subaru dealer postcard that declared if the U.S. Mail used the rugged little cars, "this postcard would have arrived sooner."

That copywriter, Lee Garfinkel--now chairman and CCO of Onmicom Group's DDB in New York--led the team that last week won the car maker's $165 million creative and media review.

But this is not the same Subaru as it was in 1980, and Garfinkel since then has gone on to create ads for other car lines, notably Mercedes-Benz. Subaru's no-matter-what-we'll-get-you-there positioning, upon which the automaker built a small but passionate group of buyers that include nurses and kayakers (and Garfinkel, who still owns a Subaru), is giving way to a more upscale positioning based on performance and styling.

The car maker, which is moving into new markets, launching models such as a seven-passenger SUV and introducing European-type styling (its new designer comes from Alfa Romeo), garners more than halt of its sales volume from a car with a $30,000-plus price tag: the Legacy sedan. Subaru wants to be the top mass-market brand and take on Lexus and Audi, sources said.

That means advertising that pitches performance and "a lot more emphasis on the look and feel [of its vehicles] ," said Rick Crosson, vp of marketing at Subaru.

Neither Garfinkel nor Crosson would comment on specifics of the winning presentation. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.