A new Subaru Canada campaign for the new-generation 2015 Outback pokes a bit of fun at overzealous selfie-snappers.
Part of a national integrated campaign that launched last week and was developed by DDB Canada’s Toronto office, the “Group Photo” spot features a group of friends that are more into the idea of being seen camping (in this case, by their online followers) than actually camping. They set up a campsite simply in order to take a few group photos (complete with the obligatory ‘duck face’ expression), then quickly pack everything up to leave.
This begs the question: if a tent is pitched in the forest and no one is there to share a picture of it with their social network, did the tent really get pitched? If you’re part of the outdoor-loving, active 45-69 demographic that the new Subaru campaign is targeting, the answer is a resounding ‘yes.’
“This creative was inspired by the insight that the target are real outdoors people, who appreciate being in the moment and not on the fringe of adventure,” said Paul Wallace, executive creative director at DDB Canada Toronto, in a release. “The campaign is for people who believe that the adventure itself is more important than then social credibility you get from posting about it online.”
The spot describes the Outback as being “equipped for life’s authentic adventures.” This positioning is a good way to help “reinvigorate the brand by juxtaposing the authentic adventures of the Outback driver with the not-so-authentic experiences of others,” said Subaru Canada director of marketing Geoff Craig.
In addition to “Group Photo,” the campaign includes a spot called “Bad Reception.” Both spots will run on TV, online and in cinema. The broader campaign features print, online and in-dealership components.