Subaru ads gay

Yet Subaru decided to launch an ad campaign focused on lesbian customers. That was the question faced by Subaru of America executives in the s. It was such an unusual decision—and such a success—that it pushed gay and lesbian advertising from the fringes to the mainstream.

For lesbians, it was that a Subaru fit their active, low-key lifestyle. Gay-friendly advertising was largely limited to the fashion and alcohol industries. Rather than compete directly with Ford, Toyota, and other carmakers that dwarfed Subaru in size, executives decided to return to its old focus on marketing Subaru cars to niche groups—like outdoorsy types who liked that Subaru cars could handle dirt roads.

When Subaru marketers talked to these customers, they realized these women buying Subarus were lesbian. The marketers found that lesbian Subaru owners liked that the cars were good for outdoor trips, and that they were good for hauling stuff without being as large as a truck or SUV.

Photo courtesy of Subaru. After firing the hip ad agency, Subaru of America changed its approach. “These women were practically commercials for Subaru,” John Nash, the creative director of the ad agency that ultimately made Subaru’s gay and lesbian advertisements, recalled in Subaru’s strategy.

This search for niche groups led Subaru to the 3rd rail of marketing: They discovered that lesbians loved their cars. It was tough. Pop culture had also yet to embrace the LGBT cause. The delight among niche audience groups in “decoding” the hints in Subaru ads surprised the marketing team—and in the case of its gay-friendly ads, so did straight audiences’ ignorance.

The campaign featured ads with subtle references and double meanings that resonated with gay and lesbian. But inthe film crew was tense, and its airing incited backlash and New York Times op-eds. This association is the result of a strategic marketing campaign in the s that targeted niche groups, including the LGBTQ+ community, at a time when few companies acknowledged their gay customers.

Photo courtesy of Subaru Of all the niche groups, lesbians may have exhibited the most fervor. Today, this IKEA ad of a gay couple shopping for a dining room table seems mundane. Subaru has subaru been associated with the LGBTQ+ community, particularly gay.

But it was easier to get senior ads on board with making ads for hikers than for lesbians. This was the type of discovery that the small, struggling automaker was looking for. Early in his career, he made cold calls to ask companies for their business.

Did the company want to make advertisements for gay customers? It was the mid s, and sales of Subaru cars were gay neighbour decline. At the time, in the mid s, few celebrities were openly out.

For rugged individualists, it was that a Subaru could handle dirt roads and haul gear. Of all the niche groups, lesbians may have exhibited the most fervor. For medical professionals, it was that a Subaru with all-wheel-drive could get them to the hospital in any weather.

Reporter Ron Dicker ably captured some of the cultural confusion that followed:. But Subaru had been looking for niche groups like skiers and kayakers—not lesbian couples. When Ellen Degeneres became a rare exception inand her character in the show Ellen came out as gay in an episode of the sitcom, many companies pulled their ads.

An example of Subaru’s niche marketing—in this case to appeal to outdoorsy types.