By on October 4, 2010

It’s not that the ad itself fails to mention the car it’s actually promoting, namely the Subaru Legacy. After all, if Subaru wants to entertain enthusiasts without actually indulging in the kind of gauzy praise they lampoon so effectively here, that’s fine by us. No, the only problem with the whole “2011 Mediocrity” campaign is that Subaru’s own Tribeca was clearly styled by the very designers they mock in this spot. And in this day and age, bland, uninspired crossovers are at least as lampoonable a cliche as the bland, uninspired sedans that Subaru slams (and which earned Toyota the cash for a 16.5% stake in Subaru’s parent company). Still, this is a ballsy move for a brand that is already growing like gangbusters in the US, and it shows just how far off the mark Volkswagen’s current attempt at US market growth is likely to be.

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21 Comments on “What’s Wrong With This Advertisement?...”


  • avatar
    Cammy Corrigan

    That’s brilliant! I didn’t realise Toyota had done a new advert for the Camry…

  • avatar
    ajla

    They might be dull cars, but at least Toyota owners don’t have an absolute need to wrap themselves in an AWD security blanket.

  • avatar
    SOF in training

    I want one!  Gotta get rid of that chrome on the grille though.  Aside form that, it seems perfectly acceptable. 

  • avatar
    KitaIkki

    That looks like a first-gen KIA Optima in beige vinyl wrap.

    http://en.wikipedia.org/wiki/File:01-02_Kia_Optima.jpg

    • 0 avatar
      Libertyman03

      +1 I was wondering if anyone was going to mention that the car in the “ad” is a Kia Optima. If I drove one of those, I might be offended by this. Since I don’t, it makes it even funnier.

  • avatar
    ClutchCarGo

    Isn’t this sort of the flip side of real car ads showing eye-popping performance with the sub-title “Professional driver on a closed course”?

    And I know plenty of drivers who would respond positively to the woman’s stmt in the ad “We never have to think about it”.

  • avatar
    tbp0701

    That’s a riot, although a little odd considering the relationship with Toyota and the Toyotafication of their models.  Still, I like the concept and the whole website is pretty funny. There’s even a build your own model and a game.

  • avatar
    carguy

    Clever advertising and polishing of brand perception. Particularly since the latest models from Subaru are not really that exciting.

  • avatar

    I don’t know about the tribeca–that thing was rather ostentatiously ugly, not bland. but subaru has been losing its edge of late.

  • avatar
    Dimwit

    The really scary part… there’s a bunch of frustrated people out there looking to buy this thing. “Where’s the 1-800 number? What dealership has it? It’s perfect!”

    I was amazed that they got into it in the first ad. I thought that that was a clay model. It’s a full up styling buck. With working power window!

  • avatar
    slow kills

    Seeing how the current Legacy looks like a Camry minus distinctive styling, this is a very poorly timed ad.
    First mention of a family I can recall seeing in a Subaru ad…

  • avatar
    Steven Lang

    I just can’t get into the sarcastic, phony, ‘holier than thou’ attitude.
    Sorry, but a car is a car. If you love cars great. If not, no big deal.
     
    Subaru happens to be offering excellent product during these last five years. However their recent advertising smacks of a smug self-righteousness that I simply can’t stand.
     

  • avatar
    Mr. Gray

    Well, I think this is pretty damn funny. I mean, look around. Most people are driving the proverbial “Mediocrity.” Most people don’t care about cars, don’t want to think about them, and just percieve them as a way of getting from A to B. This ad points it out in a clever way.

  • avatar
    grzydj

    Clever, but a bit misleading considering Subaru redesigned the current generation Impreza to go more mainstream to get out of their role as a ‘perpetual niche’ company. They offended some of their loyalists, but picked up a lot of buyers who considered their offerings too freakish. It worked, as their sales are strong, at the costs of being somewhat more mainstream. Does that equal mediocre?

  • avatar
    Zackman

    I suppose that one stretch of S-turn road used for all other car commercials was closed because BMW was using it? Maybe that’s why they had to film in-studio!

  • avatar

    Regarding the commercial, that is actually exactly what most people want – a car they never have to think about.
     
    As for the article, you do realize that the Tribeca is only bland because everyone made so much fun of it the first year. People piss & moan about “different” then piss & moan about “same”.

  • avatar
    gnmtal

    interesting how everyone assumes its toyota they are talking about when you could argue it also applies to the impala, malibu, sebring, 300, etc.  most people in my neck of the woods buy domestic because they are too poor to buy anything else, honda or toyota because they are not rich enough to buy a lexus,a or lease a new (or buy a used) bmw or benz if.  they are all about image.  if you’re middle class, you want (relatively) cheap and reliable – toyota.  nothing wrong with that.


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