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

Multiple Gender Expressions

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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This is one of three custom TV spots Subaru custom designed for Viacom's 24-hour gay channel, LOGO, making Subaru one of the first advertisers to do so. The campaign is expected to also run on non-gay cable networks including Bravo, Sundance and HGTV.

Using high-speed still photography of actors and digital models of Subaru vehicles, which were then animated and composed with entirely artificial digital environments.

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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Moore , Sacramento, CA
Truly, this is the beginning of the next wave of LGBT ad concepts which don't pander to the hip, the insider, and the non-mainstream. Instead of suggesting exclusivity, it shows a broader awareness.

Caspar , Long Beach, CA
All three of these commercials are visually stunning and gay positive. Other car makers should study them.

Chester N , Jersey City, NJ
Stunning commercials. I am very proud I drive a Subaru!

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