Subaru of America
2022 Subaru BRZ - Mock Campaign
My brilliant colleagues and I pitched to Subaru of America for a national launch of their newest sports car. Our campaign consisted of illustrated ads with neon colors and an 80's feel. The goal of this campaign was to target a younger audience. Ironically, using nostalgia from the '80s was an effective way of doing so.
Through research and hard work, we positioned this campaign to be vibrant and upbeat. Each visual has an element of movement, and the exciting copy written in the ads further conveys how the 2022 Subaru BRZ will rock your world.
Positioning Statement
With its superior stopping power and handling, the BRZ is Subaru’s newest addition to the family. This rear-wheel-drive sports coupe will have drivers commuting to work, and going on road trips like never before. Its sleek design and masterful functionality are part of what set this iconic car apart from the rest. The BRZ is a perfect match for adventurers that want to bring spontaneity into their lives, without having to compromise their safety.
Headlines
1. Mom-friends, meet your competition
2. Toss the itinerary, we're going off-road
3. Abandon your fears, except for running out of gas, that's the only one you gotta keep
4. Safe, fun, gets the job done
5. From the people that brought you dogs in cars, we are now offering dogs in more stylish cars
6. You should always trust your gut, but with us you don't have to
2022 BRZ Commercial
The scene begins with a wide frame of a young man walking to his car. There is no music, only the sound of his footsteps and birds chirping in the beautiful outdoors. The colors are relatively dull as he gets in his car.
The shot switches to a close-up of the man putting his key in the car's ignition and starting the car. Immediately music starts playing, and a rainbow reflects across the screen. The scene is illuminated with bright colors that sync with the music.
VO: Introducing the all-new Subaru BRZ.
This wide shot shows the young man picking up a friend at her house. The two are visibly nervous and excited to see each other.
The commercial cuts to an overhead shot of the car driving down a scenic road lined with palm trees blowing in the breeze.
VO: With its sleek design,
Text: Sleek design
The commercial cuts to a wide shot of the BRZ speeding around a bend in a stylish fashion.
VO: and precise handling,
Text: Precise handling
The commercial cuts to a bird's-eye view frame of waves crashing to accentuate the powerful nature of the BRZ.
The commercial cuts to them parking the car from a bird's-eye view, the music grows softer as the two get out of the car.
Next, a close-up shot is shown of the young man locking his car using his key fob.
The young man and woman race to the beach and jump in the ocean. Having a blast, the music reflects their energy as it grows louder and is fast-paced. This is shown through a wide frame.
The mood grows more intimate as the commercial cuts to the young man pulling into the young woman's driveway to drop her off at home. Through a wide-frame shot, the voiceover continues.
VO: The Subaru BRZ is ready for all of your adventures
The young man walks around the car to open the door for the young woman. As the door closes, there is a shift in the atmosphere. They are both nervous as they wait to say goodnight. Finally, they seal the day with a kiss.
VO: Really, all of them.
The screen cuts to the title card as the voiceover closes.
VO: Test drive November 2022
Text: Subaru BRZ November 2022
fin.
Storyboard 1/2
Storyboard 2/2
The illustrations, font, and colors are all meant to bring about a nostalgic feeling to viewers. The elements of these ads give the car a classic look that is inherently stylish and impressive.
Above are three examples of Snapchat filters advertising the BRZ in the Los Angeles Auto Show. Each filter is geofenced within a mile radius of the car show to not only promote the BRZ but to do so in an interactive way.
Facebook ad copy
Life is all about the little things. Here at Subaru we are committed to those little things in an exciting way. Check out our newest addition to the family, the 2022 Subaru BRZ. Guaranteed to light up your life.
Instagram post copy
The new Subaru BRZ will light up your life. we all need a little more electricity right now. Click the link in our bio for test drive locations near you. A change of pace will do you good.
