The Drum Awards for Marketing - Extended Deadline

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Client: Subaru
Date: Nov 2017
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For its annual Share the Love charity event, Subaru of America’s new advertising campaign features stories of real people whose lives have been touched by the program, from children to dogs and older folks in need.

The automaker's national charity partners: The American Society for the Prevention of Cruelty to Animals (ASPCA), Make-A-Wish, Meals on Wheels America and National Park Foundation, are all featured in the campaign, brought to life through the stories of these individuals, plus a heartwarming singalong from the participants. The song Put a Little Love in Your Heart is used for a second straight year.

The spots, created by Subaru of America in collaboration with agency partner Carmichael Lynch, will air in 30- and 60-second formats on national television, and be featured in targeted digital and social media promotions.

The people telling their stories for the Share the Love are those people who have benefitted from the over $115m Subaru has donated in 10 years. They include: Bruce and Chris, two unlikely friends brought together by Meals on Wheels, proving that sometimes, what begins as a meal evolves into something just as nourishing; Matthew, a young boy battling a critical illness who, thanks to Make-A-Wish, now has the playhouse of his dreams; Amanda, who rescued and adopted Scrappy, a friendly pup in need, from a local shelter supported by the ASPCA; and Victoria, a young woman who has devoted half her life to supporting and volunteering in a national park.

Credits

Agency: Carmichael Lynch

Client: Subaru of America