Wednesday, July 1, 2009

Subaru Commercial

I hate commercials and, because I have a TiVo, I can usually avoid them. The only time I'm a sitting duck is at the gym, where reruns of ER help me through my cardio.

The worst offenders when it comes to dumb/formulaic/offensive ads are generally car companies, beer companies, and Burger King. So, imagine my surprise when I saw a Subaru ad that was not only true to life, but actually made me slightly more likely to consider buying a Subaru.

The ad opens with a teenage boy who says something along the lines of, "I'm the youngest, so I always get hand-me-downs." Then, it shows the boy with many discarded items — a bike with pink streamers, an old boombox, an ancient computer — that he modifies and uses cheerfully. At the end, he says, "Now, I don't mind" as another young man tosses him the keys to a gently-used Subaru. The line at the end is something about Subarus lasting.

Maybe they're running this ad because of the state of the economy. Maybe their ad agency hired someone from a large family. I don't know how they came up with this ad, but I found that it spoke to my experience exactly. This is precisely how my family deals with expensive items like graphing calculators, computers, and cars. The old white Buick that was originally my grandfather's went to my dad, then to me, then to my two younger brothers before it died for good. Since FB has a good tech job, we always have good, new-ish laptops, and my siblings (and dad) have been the recipients of our Macs whenever we upgrade.

Usually, car commercials show the product on a mountaintop or speeding through the desert — I just tune them out. This one captured how my family actually uses things. Good job, Subaru. The next time I'm in the market, I'll keep you in mind.

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