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Blahg's picture

I personally find that these campaigns create the impression that Subaru thinks German cars are better than Japanese ones and they are playing catch up. It's an impression that I didn't start with. This ad could do more harm for their reputation than good.

Blahg
Activity Score 616
Copywriter
Wordnerd's picture

i absolutely agree. this is why you should be very careful when you use direct comparison with actual competition. weak strategy

Wordnerd
Activity Score 6692
Copywriter
everartz's picture

i agree with you Blahg till a certain extent.. coz i think german cars are way better than the japanese ones, but anyway the ad does harm more than good!!

everartz

everartz
Activity Score 7613
Art Director |

| everartz |

smudge23's picture

I think that Germans are world renowned for the best cars. To say that here's a Subaru that the Germans wish they'd made is funny and cheeky and spot on. The TV commercial is great. Don't look so deeply - unless you don't get the humour which is possible.

smudge23
Activity Score 171
Copywriter
Blahg's picture

A good point. But consider this, if this Subaru is the car that the Germans wish they'd made, you are also creating the impression that the rest of your product line is inferior and this vehicle is model is special.

I think this campaign is a weak strategy.

Blahg
Activity Score 616
Copywriter
johnston's picture

I agree with smudge. This is Subaru. Their reputation can't get any lower. They're not perceived to be especially reliable. This camaign attacks that perception. Strategically I think it's smart. They're not comparing themselves to their competition as another post suggested. Expensive German cars are NOT Subaru's competition. They're comparing themselves with a perceived ideal in the industry. There's a difference.

johnston
Activity Score 144
Copywriter
basildouglas's picture

the art director should have looked at some different angles of the car. this shot isn't very sexy for a re-design intro.

basildouglas
Activity Score 12
Art Director
teenie's picture

I've seen these ads on TV a few times, and I agree: the comparison to German cars is weak. They don't tell me why Subaru is better or why I should buy one - they just make the comparison. If you knew nothing about cars but were on the lookout to buy one, what does that give you to go on?

teenie
Activity Score 1894
Copywriter
Guest star's picture

ugly ad for an ugly car.
i'm still not convinced that subaru is able to produce working cars.

Guest star
dauntless's picture

strange... in my country subarus are sought after by the "boy racer" types...
not necesarily reliable but they have enough BHP for a medium displacement car...

i do agree that this picture is horrible for a car ad... even a subaru deserved much more :)
i've driven a legacy twin turbo and an STI7... not bad cars

dauntless
Activity Score 60
Art Director
dauntless's picture

strange... in my country subarus are sought after by the "boy racer" types...
not necesarily reliable but they have enough BHP for a medium displacement car...

i do agree that this picture is horrible for a car ad... even a subaru deserved much more :)
i've driven a legacy twin turbo and an STI7... not bad cars

dauntless
Activity Score 60
Art Director
quicho's picture

well, ya know, in some countries they drink "the golden milk" (they don't call it cow pee over there).
not necesarily tasty but it has enough mineral nutrients for the whole day.
still no reason for me to do so as well.

quicho
high performance muffler's picture

For me German cars are good than Japanese cars

high performanc...
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