Subaru Canada

The True Urban Legend

Agency: Zulu Alpha Kilo


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.

This professional campaign titled 'The True Urban Legend' was published in Canada in April, 2023. It was created for the brand: Subaru Canada, by ad agency: Zulu Alpha Kilo. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 5 months ago.


Client: Subaru Canada
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Creative Director /Art Director: Michael Siegers
Creative Director / Writer: Jonah Flynn
Art Director: Jack Hwang, Samantha Lee 

Writer: Shelagh Moore
Account Team: Corina Wilkes, Sabrina Zavarise, Hayley Blackmore, Robin Scott
Planning Team: Heather Segal, Cameron Fleming, Shaunagh Farrelly
Clients: Cynthia Bouris, Gary Sappleton, Ashley Lazarus
Media Agency: OMD
Media Team: Michelle Jairam, Natasha Cappelli, Cobi Grein
Producer: Karen Blazer 
Production House: Radke
Director: Guy Manwaring
Post Production Company: Zulubot
Editor: Micah Rix-Hayes
Music House: Eggplant

French Red Cross


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