All Wheel Drive, All the Time

Subaru (UK) Ltd, which is part of the IM Group, has launched a new campaign ‘All-Wheel Drive, All the Time’ to promote the fact it is the only car manufacturer to offer permanent all-wheel drive as standard, on all of its cars.

The half a million-pound campaign, which is aimed at targeting discerning customers, will see a 10 and 30 second TV advert focusing on the safety and performance of its petrol, hybrid and electric SUVs which are all-wheel drive. The ads will be broadcast across Sky Adsmart and Sky Advance, and radio, including Classic FM, LBC, Magic Network, Planet Rock and Virgin Network, as well as digital audio including Spotify and Alexa Skills Say It Now, where people will be able to download a brochure and book test drives direct from the subaru.co.uk website.

The ads will launch in July and run until August. The voice over is by Northern Irish actor, playwright and screenwriter, Richard Dormer who is known for his roles in Games of Thrones, Fortitude and more recently Blue Lights on BBC1.

Subaru worked with BTV.UK, to create the TV ads and voiceover, GoodStuff for media buying, WithFeeling for original music and sound design, Trisonic for radio and the creative director was Scott Brazil from The Idea Foundry.

Pat Ryan, MD of Subaru UK and Ireland, commented: “We are a niche brand in the UK, often associated with rally and sport cars, which is what the brand was built on. We haven’t done any advertising since early 2020. Since then, we have moved on considerably with last year seeing the launch of our first all-electric SUV, the Solterra. Each of our cars has a 5-star Euro NCAP safety rating, something we are very proud of, so we have shifted our focus on to the handling, safety and capability of our cars. All of our cars are permanent all-wheel drive as standard, unlike many other car manufacturers who charge extra for this modification, so it was important to showcase our automotive excellence.”

Lyndsey Flood, Head of Marketing at Subaru, commented: “Increasing brand awareness and attracting conquest customers is key for us to be able to continue building our profile in the UK. With so many people watching multiple screens and capturing content through different mediums, we knew we needed to use as many outlets as possible to promote our campaign.”

Jake Barrett, owner of BTV.UK and who has worked on projects for the likes of Isuzu and Mahindra, commented: “As a team with a huge passion for automotive, it’s been amazing to have been the video agency of choice on such a prolific campaign for Subaru, a hugely recognisable global brand. The brief was to capture the essence of the cars, tackling the terrain in their natural habitat. Therefore, it was essential to have the right music, voiceover and high-energy visuals that we could bring together to show this. So far, we have received fantastic feedback on the adverts, and we’re excited to see what this leads to for Subaru.”

For further information on Subaru UK visit https://www.subaru.co.uk/