The Subaru Ascent Road Trip
Client: Subaru
Agency: Red Urban
Rumour has it this is the perfect family SUV for your mostly perfect family.
To launch the Ascent, we created a Rashoman-style experience that tells the story of each member of this—eerily relatable—family's road trip from their own point of view. By creating a perfectly choreographed routine for each actor to perform, we were able to make sure that everyone's actions lined up across the videos. Even the dog's.
The dad who clearly has some time to kill.
The mom with a schedule to keep.
The teenage girl no one understands.
The teenage boy with zero sense of urgency.
The kid who may or may not make life hell.
The dog who everyone thinks is a good boy.
OLV
Believe it or not, it wasn't all that hard to convince clients to let a horde of kids muck their brand new car up.
For print, we let each member of the family do the talking, to tell the reader everything that was on their own dream car wish-list.
(I may or may not have had my real-life sister come into studio to argue with me on paper for the third ad below.)
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![An advertisement showing a tabletop view of a Subaru Ascent SUV, with wish list notes of the car's features written on post-it notes.]()
Dad’s Wish List
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![An advertisement showing a tabletop view of a Subaru Ascent SUV, with wish list notes of the car's features written on post-it notes.]()
Mom’s Wish List
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![An advertisement showing a tabletop view of a Subaru Ascent SUV, with wish list notes of the car's features written on post-it notes.]()
The Siblings’ Wish List
OOH
We had the bright idea to show how a real-life family would mess up that new car shine in about a minute flat. By playing these on digital billboards and alternating between frames, our audience watched the Ascent go from brand-new to much-loved in real time.
Once again, this was a shockingly easy sell to client.