The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Audrey Kemp | LA reporter

April 28, 2023 | 4 min read

A new Subaru Canada ad warns Canadians everywhere: the 2024 Subaru Crosstrek will creep into dealerships later this year.

It lives deep in the city of Toronto, wanders the streets at night, and it’s big enough to carry two kayaks on its back. It’s the newest cryptid coming to Canada – the Subaru Crosstrek – according to a new commercial, ‘The true urban legend.’

In the ad, residents of a rural town tell viewers the little they know about the elusive hatchback with all-wheel drive in the city. A woman, clearly intimidated by the vehicle, said it makes this loud, techno sound. Then, a sports fan said he saw the new Subaru Crosstrek somehow find parking during a busy gameday.

The 2024 Subaru Crosstrek is expected to come out in the latter half of 2023. “Our highly awarded Crosstrek is the best-selling vehicle in our line-up. It competes in the extremely competitive subcompact/compact segment,” said Subaru’s director of marketing and brand management Gary Sappleton in a statement. “It is one of our most versatile and capable SUVs and that makes it the perfect fit for city dwellers that crave some fun and adventure outside of the city as well.”

This special edition of the US Ad of the Day is for our neighbors up north, Canada. The Drum occasionally features Canadian campaigns in the column, like this work from Rethink that dished out Kraft mac n’ cheese specifically for spoon-eaters last month.

The campaign, led by indie agency Zulu Alpha Kilo, goes live today in Canada across online video, digital and social, as well as out-of-home.

Suggested newsletters for you

Daily Briefing


Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week


See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.


Agency: Zulu Alpha Kilo

Post production company: Zulubot

Media: OMD

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Ad of the Day Creative Works

More from Creative

View all