A key to Subaru of America's decade of great success has been "Love" — an advertising campaign that Alan Bethke, the company's senior vice president of marketing, says comes in many forms: "love of the product, love of the brand and love of what Subaru means."
But before Subaru found "Love," the company endured nearly 40 years of advertising heartbreak.
Oh sure, Subaru's TV and print ads were often memorable and fun and groundbreaking in one way or another, but not always successful in carving out a customer base.
They went from ads mocking its own cars to celebrity showcases that highlighted safety and all-wheel drive.
Seven advertising agencies have been involved since 1968, when Subarus went on sale in this country. The current agency, Carmichael Lynch, launched "Love" in 2008.