Subaru Forester just got way more wilder - Subaru Canada | Clapboard Ad Archive
Subaru Canada’s 2022 campaign Subaru Forester just got way more wilder, crafted by Zulu Alpha Kilo, boldly redefines family adventure by positioning the new Forester and the all-new Forester Wilderness as indispensable enablers of shared outdoor experiences, anchoring the brand’s reputation for reliability and capability in the highly competitive Canadian automotive market. Through two hero films, the campaign adopts an emotionally resonant storytelling approach that aligns perfectly with what Clapboard classifies as FORMAT#6—Benefit Causes Story—where the vehicle’s core attributes drive the narrative rather than merely featuring as a backdrop. The first film, Way More Funner, captures a young family’s lighthearted daytrip through the imaginative eyes of a child, emphasizing the Forester’s role in facilitating spontaneous moments of joy and discovery, while the second film elevates the proposition by spotlighting the Forester Wilderness as Subaru’s most rugged and capable model yet, chronicling a different family’s ambitious mountain expedition that demands a vehicle built to conquer challenging terrain. This dual narrative strategy speaks directly to Canadian families who crave both everyday fun and the capacity for more epic, nature-driven exploration, marrying the practical with the aspirational without resorting to formulaic problem–solution storytelling or celebrity endorsements. Instead, each family’s adventure unfolds as a natural consequence of the Forester’s dependable performance, safety, and go-anywhere versatility, reinforcing Subaru’s commitment to empowering families to push boundaries together. This creative direction effectively differentiates Subaru in a crowded SUV segment where competitors like Toyota, Honda, Mazda, Ford, and Volkswagen emphasize reliability, efficiency, driving enjoyment, ruggedness, or design sophistication, by focusing on emotional authenticity and a seamless integration of product benefit with lived experience. The campaign’s cinematic execution, supported by high-quality production and a clear narrative arc that ties vehicle capability to memorable family moments, ensures deep audience engagement and brand recall in the Canadian market. Clapboard rates this campaign 53/100. This campaign matters to the automotive industry because it demonstrates how brands can leverage FORMAT#6 storytelling to make product benefits the compelling reason for action, thereby transforming vehicle advertising into a catalyst for emotional connection and lifestyle aspiration.
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