Subaru Case study SEXY COMES STANDARD by DDB Toronto

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Industry Cars, SUV & Four Wheel Drive
Media Case study
Market Canada
Agency DDB Toronto
Associate Creative Director Paul Riss, Matt Antonello
Creative Director Denise Rossetto, Todd Mackie
Editor Mark Morton @ School Editing
Released March 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: SUBARU FORESTER
Date of First Appearance: Feb 14 2011
Entry URL:
Creative Director: Todd Mackie, Denise Rossetto (DDB Canada/Toronto)
Art Director: Paul Riss (DDB Canada/Toronto)
Copywriter: Matt Antonello (DDB Canada/Toronto)
Agency Producer: Andrew Schulze, Catherine Kim (DDB Canada/Toronto)
Director/Cinematographer: Jorn Haagen (OPC)
Line Producer: Ed Callaghan (OPC)
Editor: Mark Morton (School Editorial)
Colourist: Bill Ferwerda (Notch)
Audio Director: Paul Seeley (Up Is Louder)
Music Licensing: (Pivot Girls)
Music: Peaches (Boys Wanna Be Her)
Photographer/Retoucher: Chris Gordaneer (Westside Studio)
Print Producer: Tom Nesbitt
Flash Developer: Kirby Szeto
Associate Creative Director: Paul Riss, Matt Antonello (DDB Canada/Toronto)
Media placement: Online Video - YouTube - 10-February 2011
Media placement: TV Spot - CTV/CBC - 14-February 2011
Media placement: Print - Newspaper - Globe & Mail, Toronto Star, Ottawa Citizen, Vancouver Sun - 14-February 2011
Media placement: Reveal Print - Newspaper - Globe & Mail - 16-February 2011
Media placement: Sunshine Boy Print - Toronto Sun - 17-February 2011
Media placement: Online Banners/Leaderbox - MSN, Olive, etc - 07-March 2011

Describe the campaign/entry
To launch the 2011 Subaru Forester, we were determined to position it as the sexiest Japanese SUV on the market. So by mixing its Japanese heritage with pure, unapologetic sexiness, we decided to parody the classic pinup girls that normally adorn the hoods of muscle cars in hot rod magazines, only in this case, the pinups would be 400-lb sumo wrestlers.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign kicked off with 60-second and 30-second executions, featuring a barrage of sultry sumos doing their best to steam up the screen in a variety of seductive poses and situations. This was supported by print executions that took their influence from classic pin-up girl posters from the 1940s. Another execution played a trick on the eye by making it appear that the sumos were naked on one page and revealing that they weren’t on the other.
Our lead sumo also appeared as a Sunshine Boy, Canada’s version of the UK’s page three girl. The copy in this execution led consumers to the Canadian International Auto Show. At this event, our lead sumo arrived in a limo and was hounded by orchestrated paparazzi. Consumers then had the chance to pose with the sumos in front of the Forester.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign was an immediate success clocking in over 1 million hits on YouTube in just over 4 weeks. It also became the #1 most viewed auto and vehicles ad in Canada and #5 worldwide. Coverage was widespread and diverse as it was featured on over 5000 websites and blogs a month after its launch.
Features in Canada’s Financial Post and Japan’s version of the Wall Street Journal both sang its praises. And as of now, the month of its launch has generated the highest sales in Subaru Canada’s history.