Any dog owner knows that the interior of their car is bound to get dirty and Subaru's re-introduced 'Dog Tested' campaign plays off of this concept.
The 30-second ad spots feature no human actors and follow the four-legged Barkley family as they undertake typical human activities, like learning how to drive, or taking the car for a wash. One of the commercials follows a young golden retriever as it attempts to parallel park a Saburu while two nervous furry friends watch from the sidelines. After getting distracted by a flock of geese, the young pup accidentally backs the car into the family's mailbox.
Equal parts humorous and adorable, the dog-staring Saburu ads have effectively found a way to re-tell the everyday stories of average families, in a manner that's fresh and exciting.
Dog-Starring Car Campaigns
Subaru's 'Dog Tested' Campaign Follows a Four-Legged Family
Trend Themes
1. Pet-focused Advertising - Pet owners are a growing market and campaigns like Subaru's 'Dog Tested' showcase the potential for pet-centered ad campaigns.
2. Non-human Advertising - Ads that feature non-human characters, like the 'Dog Tested' campaign, create a unique way to reach audiences and are a potential area for disruptive innovation.
3. Humorous Narrative Advertising - Campaigns like Subaru's 'Dog Tested' are shifting towards humorous storylines, which create a memorable and delightful viewing experience for customers.
Industry Implications
1. Automotive - Automotive companies could benefit from creating pet-friendly features in their cars and using pet-centered advertising campaigns.
2. Pet Products - Marketing and promoting pet products has been a growing market in recent years, and companies could benefit from leveraging pets in their ad campaigns.
3. Consumer Packaged Goods - Consumer packaged goods companies that create pet products or promote household items, such as cleaning supplies, could benefit from advertising toward pet owners, as Subaru has done in their 'Dog Tested' campaign.