Subaru automaker opens the season of giving with moving advertising spots to launch signature charity event
Subaru of America, Inc. has revealed a new creative campaign to celebrate the launch of its 13th annual Subaru Share the Love Event. The new series of heartwarming creative spots, airing nationally, will spotlight the automaker’s retailers nationwide, as well as the four national charities that the Subaru Share the Love Event benefits: The American Society for the Prevention of Cruelty to Animals (ASPCA), Make-A-Wish, Meals on Wheels America and National Park Foundation.
“In a year unlike any other, our annual Subaru Share the Love Event represents the continuity of our Love Promise commitments to improve the lives of our neighbours, in good times and in bad. It’s what makes us more than a car company,” said Alan Bethke, Senior Vice President of Marketing, Subaru of America, Inc.
“By the end of this year, Subaru and our participating retailers will have donated over $200 million to help those in need since the inception of the Subaru Share the Love Event. In these difficult times, we hope we can bring a smile to people’s faces and provide some much-needed holiday hope to our friends and neighbours nationwide.”
The series of spots, created by Subaru of America in collaboration with agency partner Carmichael Lynch, will air their 30s and 25s formats on national television and be featured in:15s formats in targeted digital and social media promotions. Each campaign spot highlights the impact made on each of the automaker’s Share the Love Event, national charity partners and retailers.
As part of the larger creative campaign, the automaker is also executing several targeted integrations through national broadcast, digital and streaming platforms. The new spots will run in National TV across high profile shows like Big Sky, The Unicorn, Fargo Finale and Good Morning America. In addition, across larger cable networks such as AMC, Discovery, FX, HGTV, NAT GEO, SYFY, TBS, TNT, TRAVL, and USA. The :15 and :30 spots will also run across all Subaru digital video platforms.
From 19 November 2020 to 4 January 2021, Subaru will donate US$250/£186 for every new Subaru vehicle purchased or leased at more than 632 participating retailers nationwide to the customer’s choice of the following national charities: The American Society for the Prevention of Cruelty to Animals (ASPCA), Make-A-Wish, Meals on Wheels America and National Park Foundation.
In addition to the four national charity partners, Subaru retailers across the country have selected 790 local charitable organisations to support during this year’s Subaru Share the Love Event.
During the 13th iteration of the event, there will be no cap placed on the total donation from Subaru of America to its Subaru Share the Love Event charitable partners, marking the fifth consecutive year the automaker has done so.
Having donated more than $176 million to national and hometown charities over the last twelve years, the automaker and its participating retailers hope to exceed a total of US$200m/£149m in donations since the Subaru Share the Love Event launched in 2008.
In addition to the new Share the Love Event creative campaign, on a local level, the automaker will host the Subaru Share the Love Employee Volunteer Week of Service. During the week of 16 November through 21 November, Subaru employees nationwide will be encouraged to take part in virtual and in-person volunteer events to help the local communities where Subaru has offices or facilities including automaker’s local community of Camden, New Jersey.
The goal of the Subaru Share the Love Employee Volunteer Week of Service is to continue to make a difference during these difficult and challenging times. All volunteer activities will adhere to critical health and safety protocols in order to protect volunteers and organisations.