For many years my wife drove a Subaru Forester and remains a raving fan to this day. That car took her through an amazing amount of “life moments” in the 10-plus years she called it hers. Both literally and figuratively there have been incredible super highways that she has driven as well as her share of rocky roads.
By the time she said goodbye to the Subie, there were dings in the body, French fries stuck between the seats, coffee stains on the carpet, claw marks in the upholstery. The car, to paraphrase the Johnny Cash song “Ragged Old Flag,” was “weather-worn, but she was in good shape for the shape she was in.”
While the car was still a part of our family, I made it known that the Subie was not MY favorite car. It’s legroom was lacking and it just wasn’t for me.
Yet the truth be told, I know that car held dear memories for my wife and I am a sap. I saw those claw marks in the upholstery and can still see and hear Ginny sharing her displeasure with the tollbooth attendant on the Pennsylvania Turnpike. Visions flash of pink-dress wearing princesses and of golden suns smiling off their paper when I see broken crayons under the seats. In quiet times I hear laughter and music and hands keeping the beat on the steering wheel after a great day at the beach. That kind of sentimentality is at the core of why a lot of Subaru television commercials capture my attention and bring tears to my eyes. Emotion is a tricky tool to use in advertising. When done well it’s extremely effective, yet sentimentality (like humor) can be highly subjective. When perceived as “pandering” or false, the emotion can be counterproductive.
More often than not, Subaru nails it. Their use of imagery that I can relate to as well as subtle, yet “mood setting” music enhances the ads effectiveness for me. You’ve likely seen the ads I’m referring to, yet here’s a favorite of mine. Take a fresh look and let me know your thoughts: youtube.com/watch?v=UkX4aOQ_u2I