Subaru (UK) Ltd Launches All Wheel Drive, All the Time Campaign

Subaru (UK) Ltd, which is based in Solihull and is part of the IM Group, has launched a national campaign called ‘All-Wheel Drive, All the Time’ to promote the fact it is the only car manufacturer to offer permanent all-wheel drive as standard on all of its cars.

Subaru UK has teamed up with Birmingham-based video production agency, BTV.UK to create a 10 second and 30 second TV commercial which features its range of petrol, hybrid and electric SUVs which can be used on and off road, in any conditions, and are all about safety, capability and reliability.

The campaign is aimed at targeting discerning customers looking to purchase a car with a mid-to-high range budget, who are conscious about safety but still need it to perform for weekend adventures.

Pat Ryan, MD of Subaru UK and Ireland, commented: “We are a niche brand in the UK, often associated with rally and sport cars, which is what the brand was built on. Due to covid and the semi-conductor shortage, which was felt worldwide, we haven’t done any TV advertising since early 2020. Since then, we have moved on considerably with last year seeing the launch of our first all-electric SUV, the Solterra. Each of our cars has a 5-star Euro NCAP safety rating, something we are very proud of, so we have shifted our focus on to the handling, safety and capability of our cars. All of our cars are permanent all-wheel drive as standard, unlike many other car manufacturers who charge extra for this modification, so it was important to showcase our automotive excellence.”

Lyndsey Flood, Head of Marketing at Subaru, commented: “Increasing brand awareness and attracting conquest customers is key for us to be able to continue building our profile in the UK. With so many people watching multiple screens and capturing content through different mediums, we knew we needed to use as many outlets as possible to promote our campaign.”

Jake Barrett, owner of BTV.UK, commented: “As a team with a huge passion for automotive, it’s been amazing to have been the video agency of choice on such a prolific campaign for Subaru, a hugely recognisable global brand. The brief was to capture the essence of the cars, tackling the terrain in their natural habitat. Therefore, it was essential to have the right music, voiceover and high-energy visuals that we could bring together to show this. So far, we have received fantastic feedback on the adverts and we’re excited to see what this leads to for Subaru.”

The ads will be broadcast from 1st July for eight weeks across Sky Adsmart and Sky Advance, Spotify and radio, including Classic FM, LBC, Magic Network, Planet Rock and Virgin Network, as well as digital audio including Spotify and Alexa Skills Say It Now, where people will be able to download a brochure or book a test drive directly via the Subaru website.

Subaru worked with BTV.UK to create the TV ads and voiceover, GoodStuff for media buying, Trisonic for radio and WithFeeling for sound mixing and the creative director was Scott Brazil from The Idea Foundry.

For further information on Subaru UK visit