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 people 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, and a heartwarming singalong from the participants.
The new series of television commercials marks the charitable program's tenth anniversary during 50th anniversary of the automaker itself in the US. 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.
For the second consecutive year, Subaru has enlisted real people to star in five new spots. Each person shares how one of the four national charities has positively impacted their lives. The song Put a Little Love in Your Heart is used for a second straight year to bring the stories to life and encourage viewers to put a little more love in their hearts this holiday season.
The people telling their stories for Share the Love are those people who have benefited 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.
"At Subaru, positively impacting local communities across the country has been a passion project and we are overjoyed to see how Share the Love has touched the lives of so many individuals over the last decade," Alan Bethke, senior vice president of marketing, Subaru of America Inc. "This new campaign is a tribute to our charity partners who have made the success of the Subaru Share the Love event possible, and a promise to our communities to always put a little love in our hearts."
To complement the creative spots, Subaru has implemented a strategy to spread the reach of Share the Love through several integrations throughout the event. Subaru will partner with national morning shows, including Good Morning America and The Today Show, to highlight the tenth anniversary of Share the Love, in addition to collaborating with influencers, as well as video and musical partners, Pandora, YouTube, Vevo, Roku and more.
Subaru will donate $250 for every new Subaru vehicle purchased or leased to the customer's choice of the four national charities with a minimum guarantee of $250,000. Participating Subaru retailers can select one or two hometown charities from their local community in which customers can direct their support. This year, more than 660 local charitable organizations are participating in the Subaru Share the Love event.
See all the spots in the Creative Works box below.