Subaru Introduces Canadians to a 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 light hearted in its approach and is aimed at connecting with younger consumers.

“Our highly awarded Crosstrek is the best-selling vehicle in our line-up, it competes in the extremely competitive subcompact/compact segment,” says Subaru’s director marketing and brand management, Gary Sappleton. “It is one of our most versatile and capable SUVs and that makes it the perfect fit for city dwellers that crave some fun and adventure outside of the city as well.”

The campaign is being launched nationally across multiple OLV, Digital, OOH, and social initiatives.

"This idea gave us the opportunity to turn the Crosstrek into this larger-than-life hero of urban adventure, while also having a lot of fun with our cast of characters.” says Zak Mroueh, Zulu Alpha Kilo’s founder and creative chairman. “Delivering the Crosstrek's benefits through their urban legends let us hit every proof point in funny and memorable ways."

Zulu Alpha Kilo led the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.