Safety and Subaru, Synonymous
Subaru has always been known for its ads about safety and family. In the ad, it follows the story of a couple. It shows the wife, who is pregnant, and her husband, at the beach. Then it shows them driving up the coast, mom talking to the baby about all she wants to show her. They experience nature from the mountains to the beach. Then it shows the car in the future and a 10-year-old girl gets out. She runs to the ocean as her parents, the original couple, look at her happily. Then a voice says “Subaru Outback, 98% still on the road after 10 years.” This ad utilizes Jungian tactics, the need for safety and to nurture appeals, and a USP of safety and reliability.
Subaru uses Jungian principles throughout its ads. In this ad, they tell the story of the family for over 10 years. It portrays the Subaru Outback as almost another member of the family, going through all the life experiences with them. This is effective because many families can relate to becoming emotionally attached to their cars. This ad sells the idea of this car joining the family. This ad also uses the need to feel safe to sell their car. The primary appeal is the need to feel safe. This is portrayed through driving in the commercial. It is safe and smooth. It is also portrayed through the ending of the commercial with the statistic. It shows that they are so safe they last for 10 years 98% of the time. This puts parents at ease with the idea of making a large purchase because they will probably not need one for at least 10 more years. These all come together through the USP of safety and reliability. They are trying to get people to buy Subarus over other cars because they are implied to be safer and to last longer. This is supposed to help buyers choose a Subaru. These things together, try to show the safety and reliability of the car through the family.
The target audience of this ad is parents. Safety is important to them, especially first-time parents, like the couple in the ad. Many new parents also do not have a lot of money, so if their car breaks down they will have a hard time fixing it. The ad shows that the car will last parents for years to come. This ad is meant to lead parents to believe that the safest option for their families when it comes to a car that will also not break the bank.
Overall, this ad impacts the perception in people’s minds of the safety of cars in general. If Subaru is implying that they have one of the safest cars on the market, then how safe are all the other cars? It convinces people that the best way to keep your family safe is through buying a Subaru.
