Subaru – shocking or not?

I follow a lot of good sources for advertising and marketing on facebook and over the weekend one of AdWeek’s posts really stuck in my head. The item in question is Subaru’s “They Lived” TV ad. Initially there wasn’t much shock evoked at the sight of the complete wreck that was left over and what killed it for me was the very apparent American dramatization.

Here is the video via YouTube:

After actually watching it several times and analyzing the amount of damage sustained during the crash, if indeed it was real or  simulated? and after giving it a second shot, it does make a bit of an impact, however for it to be more effective the soundtrack would need to be a little more sombre with some violins and the “they lived” to sound a bit more sincere rather than surprised. In fact, that last comment is what kills the Ad for me, it just doesn’t make it believable, if I was stood in front of a totaled car my rational thought would be one of disbelief combined with sorrow. (I have actually done before and believe me, when you question the mortality of the occupants, it isn’t a tone of surprise you use).

 

(Source)

CREDITS
Client: Subaru of America
Spot: “They Lived”

Agency: Carmichael Lynch
Chief Creative Officer: Dave Damman
Executive Creative Director: Randy Hughes
Writer, Associate Creative Director: Conn Newton
Art Director, Associate Creative Director: Michael Rogers
Head of Production: Joe Grundhoefer
Executive Producer: Brynn Hausmann
Business Manager: Vicki Oachs
Account Service Team: David Eiben, Krista Kelly, Kate Moret

Production Company: Park Pictures
Director: Lance Acord
Executive Producer: MaryAnn Marino
Line Producer: Aristides McGarry
Director of Photography: Lance Acord

Editing House: Whitehouse Post
Editor: Stephen Jess
Assistant Editor: Tim Quackenbush
Visual Effects: Steve Medin, Volt
Telecine: Sean Coleman, Company 3
Audio Mix, Sound Design: Carl White, BWN Music

“Clear Moment”
Composer: Miles Hankins, scoreAscore
Music Supervisor: Jonathan Hecht

On-camera talent: Tim Lane, Diane Luby Lane, Millie Lane, Charlie Burrows, Aaron Norwell, Frederick Lawrence, Stephen Taylor, Kevin Bowers
Voiceover Talent: Tim Lane, Justin Beere (announcer)