WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Fuji Heavy Industries
    View Company Scorecard / Contact Company
Brand: Subaru
Ad Title: Shadows
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)

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."

Nash, who owns a Subaru himself says, "The idea for this one came about on a biking trip. I love looking at the shadow of my bike on top as I drive and it moves up and down on the road."

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Bobby , Miami
Nice post-production work. Pretty. Not extremely compelling, but it has a good begining. Where those two guys hold hands? That's refreshing. Otherwise you might think they're good friends. I think that since LOGO is a gay network, they could be more daring. Other than frontal nudity, what is LOGO going to reject?

Jamie , Vancouver
I love this advert! Who does the music? It almost sounds like those gay Icelandic cuties, Sigur Ros.

Robbie , Geneva, Switzerland
Beautiful! Great music. Very classy.

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