Subaru of America Shares the Love with New Push

Currently in its ninth year, the Subaru Share the Love programme returns with five new spots featuring more real stories from real people.

Subaru of America has launched a campaign showcasing real stories from real people who have been impacted by its Share the Love programme over the past nine years. The movement includes its charity partners ASPCA, Make-A-Wish, Meals on Wheels, and the National Park Foundation.

For the advertising push, national television spots created in collaboration with agency, Carmichael Lynch, highlight the beneficiaries from the four charities, who tell their stories and encourage viewers to take action. The catchy tune, Put a Little Love in Your Heart, features prominently throughout.

The Share the Love version of the song is available for streaming on Pandora and Spotify, and for download via iTunes and Google Play, providing consumers the opportunity to purchase. The profits from each download have been promised to the carmaker’s Share the Love charity partners.

Five new broadcast spots have begun airing in 30- and 60-second formats, with the adverts set to also gain further exposure through targeted digital and social media promotions. The creative series features four different people who share inspiring stories that support the campaign’s messaging.

A second spot, Donn, is about a 96-year-old from California who relies on Meals on Wheels to stay nourished at home. Another titled Gabe, spotlights a young boy with a passion for national parks, whose dream of becoming a Park Ranger is realised through the Make-A-Wish Foundation.

The fourth ad, Gunner, focuses on Rochelle who adopts Gunner from a local shelter, giving the once neglected dog a second chance at life—not unlike the efforts of the ASPCA. The fifth and final film, Junior Ranger, celebrates the enthusiasm of Tigran to preserve incredible natural places.

Subaru will also execute several unique integrations, including a nationwide sing-along of the campaign’s soundtrack on Good Morning America and a partnership with iHeartRadio to take over an hour of programming in key markets, to create awareness and highlight the charities.

The automotive giant is slated to run a Snapchat Sponsored Lens that will trigger the song based on a user’s facial expressions and movements. By the end of this year’s effort, the brand hopes to exceed the grand total of $90 million which has been donated to the cause since its inception.

“For nine years, Share the Love has contributed to incredible organisations. It is truly rewarding to be able to share the inspiring stories of real people that our brand and partners have touched along the way,” said Alan Bethke, Senior Vice President of Marketing at Subaru of America.