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Love and Longevity Can Sell Cars
By: Cindy Wendland
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During the Tony awards, the commercials were short and sweet. One that we found captivating was from Subaru. A man is cleaning out his Subaru and reliving many parts of his daughter’s life. It was a theme about love and longevity called "Making Memories."

The imagery in the commercial was beautiful. As he cleans out the car, he finds a crayon and looks over to see his daughter walking towards him out of school. He finds a hospital wristband and looks over to see his daughter on crutches with a cast. He finds a faded flower and sees his daughter dancing with her date. Our favorite scene is the daughter playing in sand on a beach, all happening in the front yard. The father has a fondness for his car in part because of all the memories of his daughter.

The final scene shows the father handing off the Subaru to his 16-year-old daughter. Now we see that the Subaru is more than a car. It is a part of the family, a part of all their fondest memories, and a part of the future memories the daughter will create as she drives.

The tagline is strong. “You can pass down the Subaru, but you get to keep the memories.” Our daughter remarked that the car must be old! It is true. The Subaru is long-lasting if all those memories happened with the same car. In the longer version of the commercial, they make the claim that they are the longest-lasting compact crossover in America. Subaru did a nice job soft-selling the reliability of their car with a touching commercial.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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