October 12, 2010
I was laughing out loud last weekend when I saw the new Subaru advertising campaign, “Mediocrity.”
It’s a hilarious twist on what car manufacturers usually tout when selling their new models. Instead of telling folks they’ll be the envy of their friends and family, Subaru directs people to Mediocrity, which positions its new “mediocre” model as a car that feels like every other sedan on the road today. The tongue-in-cheek site pokes fun at the route other car manufacturers take when selling their cars and instead offers people a more mainstream driving experience.
What’s beautiful is the way they use mediocre throughout all elements of the campaign. The site, videos, testimonials, language, colors and even the commercial set features no frills. Just your average run-of-the-mill look and feel to really drive home the point.
It’ll be interesting to see how many people click through to the real Subaru site and how this affects sales. While I’m not in the market for a new car, I immediately checked out the site and played around a little after seeing one of the commercials.
Will others as well, or will they just feel mediocre about the whole thing?