Sweetshop and Disciple evolve Subaru’s ‘do’ brand positioning in newly launched campaign

Sydney creative agency, Disciple and Sweetshop director Campbell Hooper, have launched new work evolving Subaru Australia’s “do” positioning. In partnership with Starcom, the new work is centred around the call to action: “every moment is a chance to do”.

Says Pete Buckley, creative partner, Disciple: “This represents the beginnings of a new brand journey for Subaru and further cements their commitment to the Subaru ‘do’ customer promise. To truly connect with Australian families we need  to bring to life the emotional benefits of what the Subaru brand offers. Our launch piece features a powerful story of father and son. It’s a relatable story with all of us so busy it’s easy to overlook the small things that make life special with dad realising just what he’s missing out on.”

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Says Campbell: “This script very much touches and delivers upon both enhancing our material lives, as well as resonating with our emotional lives. It asks us to slow down and to see the world from the point of view of another. I love the pivotal moment where our father sees his child’s enchantment with the train. He sees with his son’s eyes. It’s an emotional transition where he moves from a fixed rigid position to an attitude of openness and possibility.”

Says Amanda Leaney, general manager marketing: “Our goal is to connect with families and inspire them enjoy the magic that surrounds them in their everyday. It’s these simple moments of joy that keep us grounded and make us all human.

“The launch of the all-new Forester was the perfect platform to introduce our new brand direction and will be delivering a series of brand commercials, highlighting the Subaru range and the everyday moments that pass us by.”

The campaign will run in broadcast media, and be shared through Facebook and Instagram using #OneLittleMoment

Agency:  Disciple

Client: Subaru

Managing Director: Colin Christie

Editor: Tim Mauger