Monday, October 27, 2014

Subaru gets Love wrong. Again.

I guess this is supposed to be a Dad trying to connect with his Son, but it's so devoid of human emotion, it feels a lot more like Mom's New Boyfriend trying to connect to Her Kid to me.

Dad's being a total fail here on so many levels.  First of all, why is the kid in the back seat?  So Dad can keep his distance, reminding himself that the kid is there now and then by glancing into the rear view mirror?  Are Subarus so unsafe that it's not recommended kids ride in front?  What the hell?

Secondly, there's no dialogue between the two at all.  Dad seems to think that all he has to do is show the kid a few disconnected objects- a tree, a view- no need to let the kid know WHY he's showing these things.  Why is this tree so important?  Because it's big?  What ABOUT the view?  Is it supposed to inspire?  Why isn't Dad doing any instructing or explaining or just plain SHARING?  I don't blame the kid for not responding- he has no idea what this is all about.  So he takes refuge in his cell phone, as if he is alone in on this journey- because he might as well be.

The father finally- accidentally- discovers something the kid likes- Bison.  So he does something right- he brings the kid to see more bison.  Cool.  Does this lead to a discussion of bison including what other animals they are related to, or what they eat, or how they were hunted almost to extinction 120 years ago?  That would be great.  Considering that all we see at the end of the ad is the two mutes staring at a herd, why do I doubt this?

Maybe Subaru should just drop this "Love" ad campaign.  They don't seem to know what the word means beyond "Love means using your Subaru to do stuff."  And they don't even know how to illustrate THAT meme very well.  At all.

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