Why Subaru Chained up a Car at the Circus
When you describe a car as a ‘beast’, the first things that usually come to mind involve powerful engine capabilities, strong durability, or an ability to endure rugged to even harsh conditions with relative ease.
However, trying to sell these traits on their own can be a bit of an ordeal. After all, the car market is all about emphasising characteristics in the best light possible, and simply extolling these virtues doesn’t really cut through the clutter these days, even when paired with strong visual imagery.
Rather, what does cut through the clutter is good creativity, which is exactly what Subaru and Zulu Alpha Kilo demonstrated with their latest work, promoting the Crosstrek Wilderness model. Expanding on the preexisting ‘True Urban Legend’ campaign, and continuing the brand’s ‘Welcome to Uncommon’ platform, in this case, the two decided to take the definition of beast literally… by chaining the car up at an old-timey circus. Complete with awestruck spectators, shaking chains and a tuxedoed showman, this unique environment was juxtaposed with live action shots of the Crosstrek Wilderness in action, creating a memorable bit of car advertising that truly stands out from the crowd.
To learn more about how this came to life, LBB’s Josh Neufeldt sat down with Zulu Alpha Kilo executive creative director Dean Lee, and Subaru's director of marketing and brand management, Gary Sappleton, for a chat.
LBB> This campaign serves as another follow up to Subaru’s ‘Welcome to Uncommon’ brand platform. As such, what was the brief?
Gary> The brief presented to Zulu Alpha Kilo was a challenging one: create a distinct campaign for the Crosstrek Wilderness trim - an extension of the Crosstrek mainline campaign - but remain differentiated so that they felt distinct.
In spring 2023, we launched the 24MY Crosstrek with the ‘True Urban Legend’ campaign. As we introduced the Crosstrek Wilderness alongside the Crosstrek refresh, it was essential for the new campaign to seamlessly extend the narrative while aligning with the overarching strategy of ‘True Urban Legend’, ensuring a cohesive brand approach.
While ‘Welcome to Uncommon’ established Subaru's ethos, the Crosstrek Wilderness campaign provided a unique opportunity to showcase the product within this framework. ‘True Urban Legend’ continues to underscore Subaru's dedication to facilitating unique car experiences, highlighting urban adventurers, and the rugged versatility of the Crosstrek Wilderness trim.
LBB> Creatively speaking, presenting the car as a ferocious beast worthy of circus presentation is fun! What made it the right way to sell the car’s outdoor capabilities?
Gary> This campaign enables us to bring the capabilities of the Crosstrek Wilderness to the forefront. Aptly named ‘Captured’ with the tagline ‘Behold the Crosstrek Wilderness’, it allows us to shine a distinct light on the vehicle as it breaks free to conquer rugged terrains effortlessly, showcasing its unparalleled capabilities.
We're putting the spotlight on the Crosstrek Wilderness as a standout subcompact SUV, highlighting key features like the Subaru Boxer engine, symmetrical full-time all-wheel-drive, dual function X-MODE, high ground clearance, and all-terrain tires. But it's not just about its off-road prowess; we also emphasise its spacious interior, all-weather upholstery, generous cargo space, and impressive towing capacity. And of course, it's packed with all the comfort, technology, and safety features you'd expect from Subaru.
LBB> With all that in mind, where did you start with the writing process? And how did you work to make sure the blend of old-timey circus footage and newer, outdoor action shots would mix well?
Dean> The video portion of the campaign was conceived by the talented duo of Sam Cote and Ryan Dzur. Supporting elements were skillfully crafted by Tanios Nims and Jay Bawar.
Taking inspiration from the previous campaign, which showcased sightings of the Crosstrek in the wild, the team immediately imagined what it would be like if the most rugged one of them all, the Crosstrek Wilderness, was actually caught for the world to marvel over. So, using the trope of an old-time travelling circus was the perfect stage to showcase the car.
A detail that helped to ensure the spot felt cohesive was the fact that we deliberately made the tent from the brand colours. This helped to ensure, as we cut from the older looking tent scenes to the newer car performance footage, it was seamless.
LBB> Who directed the spot, and what made them perfect for the job?
Dean> Hans Emanuel directed the spot. In talking with him and the production house, Someplace Nice, we could tell they really understood the story we wanted to tell. In particular, it was evident that Hans had put a lot of thought into the escape scene. Using a succession of tight shots, he knew exactly how to depict the car fleeing back into the wild where it belongs, in a dynamic way.
LBB> Tell us more about the shooting experience! Where did you shoot, how long did it take, and what went into bringing the circus to life?
Dean> The two-day shoot took place in Vancouver. The outdoor driving footage was shot in a couple locations in the North Shore Mountains, but the circus tent scenes were filmed in a studio where we had more control over the staging and lighting. Our lead actor and showman did a fantastic job of playing the role of the excited ringleader. The spot is playing in both English and French markets, so to make sure his performance could work for both languages, you’ll notice we purposely had foreground audience members wiping frame and had his microphone positioned to obscure his mouth at certain times of the performance.
LBB> Building on this, aspects like the car shaking and chains ripping off are super cool! What did it take to achieve this and make the vehicle ferocious?
Dean> The production department did a great job of testing several ways for the straps and chains to break. Ultimately, what really sold it was the sawdust that was added into the buckles so that when the straps did give under the pressure, the dust flew in the air, adding to the drama.
LBB> The outdoor footage also stands out - what went into shooting this, and making sure the car was able to showcase its full range of capabilities?
Dean> Subaru always wants to be authentic in depicting the capabilities of its vehicles. Each outdoor scene was scrutinised and planned to make sure we were staying true to reality. That said, we really lucked out for the final scene where you see the Crosstrek driving off into the wilderness. The full moon was not something we had anticipated. That was just serendipitous, and we were lucky to have a fast-moving crew to get the shot in the fading light.
Subaru> Vancouver's stunning scenery really played to our advantage. We found efficiencies by using different aspects of the same locations, ensuring each campaign had its own unique vibe. Showcasing the Wilderness features in these environments was a breeze; these cars are made for this terrain. All the driving footage is completely authentic, and the Wilderness handled the rugged terrain effortlessly.
LBB> And as a whole, what was casting like? What were you looking for in your actors?
Dean> For the role of the showman, we wanted someone who came across as comfortable and confident in front of an audience. The casting call was open to actors and comedians alike to find the right person for the job. Our hero had experience in both areas and brought a certain mischievous charm to the character.
For the audience members, we wanted to portray them as people from a small mountain town dressed up to see a big show. The actors who landed the close ups had the ability to show amazement with subtle expressions.
LBB> All that in mind, do you have any anecdotes from on set?
Dean> During the scouting, a few of us ended up catching covid-19, which made for a few rough days off the start of the production. Luckily, by the time we were shooting, we managed to battle back and get the job done.
Gary> Watching the Crosstrek Wilderness tackle steep and rugged hills was nothing short of impressive. It was always the first one up the hill and the first one down. A lot of times when we get on set, we hear from the director, stunt driver or crew that after shooting with us and seeing how capable and safe it is, they have bought a Subaru. This was no different; we were half joking that we wished we were riding in the Wilderness instead of the vehicles transporting us up and down the steep mountains to the shooting locations.
Aside from that, creating the set and capturing the Crosstrek breaking free from the chains was truly awe-inspiring. Stepping onto the set that morning, the energy was electric. Unlike most shoots where it all comes together in post-production, here, we witnessed it unfold in real-time. The set had a massive, beautiful tent, and the talent absolutely nailed their performances. The background talent added to the overall atmosphere, making the day unforgettable.
LBB> What challenges have you faced during this project? How did you overcome them?
Dean> We had an ambitious shooting schedule and there was one shot that we didn’t get on set. Our client felt it was an important scene to build some additional drama off the top of the spot. So, we turned to stock to build it. Our partners at Alter Ego did an amazing job of taking several pieces of stock footage to construct the opening scene of the spot where we are behind the curtain as it opens.
Gary> Car shoots are notoriously demanding, requiring extensive crew and equipment to capture moving vehicles in the perfect conditions and tell compelling stories that grab our customers' attention. This shoot was particularly challenging, as we essentially had to squeeze two spots into the time typically reserved for one. Doubling up on everything and capturing distinct perspectives for both the Outback Wilderness and Crosstrek campaigns was a monumental task that demanded unwavering focus, precision, and collaboration with our partners.
LBB> Do you have any memorable lessons learned from the making of this new campaign?
Dean> Don’t catch covid-19 the week before your shoot.
Gary> One memorable lesson from the making of this new campaign was the power of collaboration and adaptability. Despite facing challenges, our team came together with creativity and flexibility. In these moments we leverage each other's strengths, communicate effectively, and think outside the box to problem solve.
LBB> What has the initial response been like?
Dean> The response has been great so far! Comments online have been favourable, dealers have expressed how much they like the campaign (and LBBOnline even asked us to do an article).
Gary> The initial response to the campaign has been incredibly positive. With almost 1 million video views so far, it's clear that the commercial is capturing attention. People are reacting enthusiastically, and most importantly, the spot is effectively showcasing the impressive capabilities of the Crosstrek Wilderness. Overall, the response has been amazing!
LBB> Finally, how does this campaign fit into Subaru’s goals for 2024 and beyond?
Gary> The 2024 Crosstrek Wilderness campaign aligns seamlessly with Subaru's brand goals, particularly given Crosstrek's significant presence in our lineup. By highlighting its distinct ruggedness, we aim to enhance awareness and purchase consideration, particularly among younger day-to-day city drivers or outdoor weekend getaway drivers. This effort reinforces Subaru's position and relevance as we strive toward our future objectives.
