Subaru Canada

Welcome to uncommon

Agency: Zulu Alpha Kilo


In the second campaign under their new brand platform, ‘welcome to uncommon’, Subaru sets out to honour and celebrate their wonderful owners!

At launch, Subaru set out to reintroduce the brand and share their purpose with the new brand platform ‘welcome to uncommon’ – underscoring how Subaru empowers customer experiences.

To prove the Subaru difference, we wanted to create an emotional connection, to establish a place in the hearts and minds of our drivers. And, knowing how important both word of mouth, during the car buying cycle, and how loyal our owners are, we tapped into authentic customer stories to show everyone what the Subaru difference is to get them to take notice of Subaru.

“By using driving experiences of our actual owners, this campaign shows how Subaru enables their uncommon experiences” says Gary Sappleton, Director of Marketing and Brand Management. “Through telling of owner stories, we authentically show the uncommon advantage our vehicles have across all our key pillars of capability, safety, performance and QDR (quality, durability and reliability).

Using an integrated, multi-media approach, this campaign celebrates Subaru owners by bringing their stories to light. We sought out epic stories through social outreach, in conversation with customers and through our passionate dealers. Throughout the campaign we will continue to highlight new owner stories; capturing their wild drives to far out places, maxed out kilometers, crashes where lives were saved thanks to Subaru’s vehicle safety measures and even the odd Subie inspired wedding or two.

This professional campaign titled 'Welcome to uncommon' was published in Canada in October, 2022. 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 over 1 year ago.


Client: Subaru Canada Inc.
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Associate Creative Director/Writer: Dane Boaz
Associate Creative Director/Art Director: Juan Torres
Agency Producer: Risa Sone
Account Team: Corina Wilkes, Lauren Boultwood, Samantha Tang
Planning Team: Heather Segal, Carly Miller
Clients: Don Durst, Cynthia Bouris, Gary Sappleton, Sara Pimentel
Media Agency: OMD
Media Team: Michelle Jairam, Natasha Cappelli
French Partner Agency: Rinaldi
Production House: Scouts Honor
Director: Mark Jenkinson
Production House Producer: Rita Popielak
Director of Photography: Ottar Gudnason
Casting Director: Jigsaw Casting – Shasta Lutz
Editing Company: Zulubot
Editor: Brian Chambers (Smile and Wave)
Online: Felipe Chaparro
VFX: Luri Tampolski
Colourist: Alter Ego - Eric Whipp
Music House: OSO Audio
Audio Director: Harry Knazan
Oso Audio Executive Producer: Jane Heath
Engineer: Leo Hicks


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