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Company: Fuji Heavy Industries
    View Company Scorecard / Contact Company
Brand: Subaru of America
Ad Title: Opposites Attract
Business Category: Automotive
Media Outlets: Television
Country: United States
Region: North America
Agency: Moon City Productions
Year: 2005
Target: Gays & Mainstream
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Theme(s)

Racial Diversity

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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A handsome man in an outdoors location is introduced in front of a car, with the text "Beauty," then with a spin, a second man appears and the background changes to a cityscape and text adds, "meets Power." The first one smiles at the other.

Similarly, a young woman on a cell phone appears with her car parked on a city street. The text says "Sophisticated." Another spin, and a second woman appears, and the car is now next to an East Coast townhome. The text adds "meets Sensible."

Another spin brings back the two men who walk past each other, turn and look back with a smile (suggesting that they're cruising each other), with the text "Proving that opposites can not only attract..." Then the car and the two men are watching a sunset together. "They also may form a most perfect union."

Final text says "Introducing the progressive B9 Tribeca."

This commercial is indeed progressive for the auto industry in particular, and for advertisers in general. Subaru is one of the first to create custom designed ads for Viacom's 24-hour gay channel, LOGO. The campaign is expected to also run on non-gay cable networks including Bravo, Sundance and HGTV.

As is now the standard for Subaru, the text all carries double meanings for the car as well as in this case for the people being shown, and the viewing audience. Using high-speed still photography of actors and digital models of Subaru vehicles, which were then animated and composed with entirely artificial digital environments.

It is the only one of the three commercials in the campaign to feature women, who are also a mixed race couple.

Using photographs and animation instead of film or video cut the costs of the ad "by thousands and thousands," John Nash of Moon City Productions says, because of the smaller number of people involved for the production.

"It took us a while to think, 'What is a gay commercial for Subaru?' We went back to the print ad 'Different drivers, Different roads, One car" and took the core of that concept, which is that anybody could relate to it and the license plates customized it for G&L consumers."

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Allison Gill , Storrs, CT
I don't think this ad deserves the 100% rating it got. Yes, there are no gay jokes, and yes there are LGBT people of color in the ad, but take a closer look. The white man is shown, and then his Latino partner gets up off the ground and then into the passenger seat. A white woman is then shown, and then you see her Black partner packing the car. The clear message is yes we're gay, yes we're dating people of color, and yes, we're white and in control. Subaru should know better, these racist notions don't go unnoticed by everyone. What type of subliminal message does this send to people? It just proves that racial inequality is still alive and kicking.
Bobby , Miami
The song is way too gay. Maybe it's just that their target audience is circuit queens, club kids, party boys, and ravers. But then again, who says there's one gay community? I hope they will do ads for the many different facets of gay culture, not just the "beautiful" people. Let's face it, not all of us can afford crystal meth.

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Region: US National
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Region: North America
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Beauty Product
Company: Fuji Heavy Industries
Brand: Subaru of America
Country: United States
Region: North America
Year: 2005



Being Confident in your Nature
Company: Fuji Heavy Industries
Brand: Subaru of America
Country: United States
Region: North America
Year: 2006

AdRespect Score:


Being More Than You Expected
Company: Fuji Heavy Industries
Brand: Subaru of America
Country: United States
Region: North America
Year: 2007



Being Ready for Any Occasion
Company: Fuji Heavy Industries
Brand: Subaru of America
Country: United States
Region: North America
Year: 2006



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Company: Fuji Heavy Industries
Brand: Subaru of America
Country: United States
Region: North America
Year: 2006

AdRespect Score:

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