Great marketing is essentially great storytelling, and that’s certainly the case with this commercial from Suburu. This spot was extremely well-written, well-cast and well-produced.
First it grabs you with the visual of a 4-year-old girl who’s apparently about to take the car for a spin. It holds you with great acting–especially by the 4-year-old–and finally makes you smile when you see that little girl suddenly transformed into a 16-year-old who has just received her license.
This spot oozes empathy. What parent can’t relate to the father stressing about having his teenager make her first solo drive? And what human being can resist the charms of the incredibly cute 4-year-old, or the subtly confident smile of the attractive young woman she’s become?
Normally I’m not big on commercials that don’t mention the brand name until the end, but I’ll make an exception here. My rationale: the spot is ultimately about safety, and since Suburu has successfully positioned itself as a safety-oriented brand over the years, I suspect that most viewers recognize this as a Suburu commercial. In addition, because the spot does such a great job of holding your attention throughout, it’s hard to miss the Suburu brand at the commercial’s end.
I can personally attest that there’s no feeling quite so special as being the father of a daughter. And there are few things that capture that feeling as powerfully as this superb thirty-second piece of storytelling from Suburu.