SUBARU
When I started at Carmichael Lynch, Porsche was on its way out. That account was up for review and we weren’t participating. The agency had another car to chase: Subaru. The small Japanese car company had cycled through four different taglines in five years and desperately needed a brand idea. What they got was an emotion. It turns out that Subaru owners, the last people you’d think would care about cars, loved their Subarus for the simple fact that it helped them live the kind of lives they wanted to live.
I spent the better part of 8 years telling their stories, some real, some that could have been, and showing America that Subaru isn’t a car just for skiers and hippies. It was a ground-up effort, and a crash course in automotive brand building. Love permeated every brand touchpoint, and became about more than cars. It became the brand itself.
