Subaru shows real wildfire footage in new ad

Subaru of America has launched a new ad to support its Subaru Loves the Earth initiative.

Disaster shock

The spot, based on the publication in Marketing Dive, cut into 60- and 30-second clips, focuses on the record-setting wildfires that are destroying California’s different ecosystems every year, per the announcement. New creative uses real footage of wildfires captured by photojournalist Stuart Palley. His Subaru is seen in the shots, as he drove the car to report on the fire. By showing the scary footage of a real photojournalist who visited the raging flames, the car maker is sending a message about the seriousness of California’s wildfires, likely resonating with viewers keyed into environmental issues.

Field of deeds

The brand makes a strong point about the urgency and concern around wildfires, and showing how it is taking real action by restoring the lost forests rather than just playing off real life fears to grab viewers’ attention. This message supports the brand’s signature Subaru Loves the Earth initiative.

The effort aims to highlight Subaru’s partnership with the National Forest Foundation (NFF). Through the partnership, the car maker and its retailers will help restore lost forests by replanting 500,000 trees over the next four years.