CAMDEN, N.J. — Subaru of America is hooked on a feeling.
That feeling is love, an emotion that has been a recurring theme in the Japanese automaker’s U.S. marketing since 2008, evolving and growing, just like the once-niche brand.
In its latest TV commercial, Subaru is shifting the love theme from its products to the philanthropic efforts of its retailers.
Named “We Call It Our Love Promise,” the 30-second clip shows various scenes of Subaru retailers working in their communities, whether fundraising or volunteering for causes. Subaru of America CEO Tom Doll is also shown at a Camden school event, where the automaker donated books to children.
The commercial ends with “Love. It’s what makes Subaru, Subaru,” a subtle change to the automaker’s tag line of “Love. It’s what makes a Subaru, a Subaru,” the phrase introduced in a 2008 commercial that launched a new marketing era.
Outside of vehicles briefly seen on a dealership’s lot, there’s not a single Subaru featured in the spot — and…
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