Subaru hits an emotional chord (with some at a dealer meeting even reportedly tearing up) in a commercial that aptly addresses the profound anxiety felt by parents as their children get behind the wheel. A concerned but proud dad softly cautions his daughter, an adorable 6-year-old: “Leave your phone in your purse. I don’t want you texting, OK? … Call me—but not when you’re driving.” The daughter driving away is a teen—but, of course, still the little girl in her father’s eyes.
When we discussed Oprah’s efforts to tackle distracted driving, we asked how brands could appropriately address the issue and help to improve road safety. Subaru subtly speaks to concerns about teen drivers texting—a problem that has even spawned mobile monitoring software—rather than further heightening anxiety (as we’ve seen with spots from Liberty Mutual).
Moreover, the tone is spot-on. It may help that both girls are real-life daughters to the actor here, Andy Lyons, adding to the authenticity. Subaru successfully projects a real understanding of parental anxiety—both that which stems from today’s road dangers and the more timeless “anxiety of handing over the keys for the first time,” as Lyons put it—to help convey its trustworthiness and reliability.
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