The True Urban Legend

Subaru Canada proves that unbelievable things happen in the city – especially when you’re driving the all-new Subaru Crosstrek: the True Urban Legend.

While most automotive advertising tends to put their target audience in the spotlight, the Subaru Crosstrek “True Urban Legend” campaign pivots by doing the exact opposite. Instead of showing young city dwellers driving the Crosstrek downtown, the campaign’s film content focuses on a trio of rural characters living out in the countryside. Having never seen the vehicle themselves, they share urban legends they’ve heard about this thing that “lives deep in the city” and “wanders the streets at night in search of food.”

By filtering this outdoorsy yet urban vehicle’s benefits through rural perspectives, the Crosstrek takes on a mythical, larger-than-life quality, almost supernatural quality, delivered in a fun and unexpected way. Using an integrated, multi-media approach, the campaign is lighthearted in its approach and is aimed at connecting with younger consumers.