Since 2008, Subaru of America has fostered a marketing identity built around the idea of love. Now, the automaker is leaning on that emotion in a more active and direct way with its advertising during the COVID-19 pandemic.
Subaru, along with its retailers and two independent distributors, made a donation of roughly $5 million to nonprofit Feeding America, which said the gift will provide 50 million meals to people in need across the U.S.
The automaker has made the donation the center of its newest TV commercial. It launched in late April.
Instead of ads based around vehicles or its lighthearted "Dog Tested" spots that would normally be on TV, Subaru's advertising mix is being led by the spot that focuses on helping others.