This is one of three custom TV spots Subaru custom designed for Viacom's 24-hour gay channel, LOGO, making Subaru one of the first advertisers to do so. The campaign is expected to also run on non-gay cable networks including Bravo, Sundance and HGTV.
Using high-speed still photography of actors and digital models of Subaru vehicles, which were then animated and composed with entirely artificial digital environments.
Using photographs and animation instead of film or video cut the costs of the ad "by thousands and thousands," John Nash of Moon City Productions says, because of the smaller number of people involved for the production.
"It took us a while to think, 'What is a gay commercial for Subaru?' We went back to the print ad 'Different drivers, Different roads, One car" and took the core of that concept, which is that anybody could relate to it and the license plates customized it for G&L consumers."
Nash, who owns a Subaru himself says, "The idea for this one came about on a biking trip. I love looking at the shadow of my bike on top as I drive and it moves up and down on the road."
After generations of invisibility, in these commercials guys actually get their guys and gals get their gals. Kisses and affectionate displays are enjoyed by same-sex couples in the imagery, transgendered persons are a non-issue, Gay Pride is celebrated and some commercials even seem to sell the idea of being "gay" more than the product. These ads exceed Commercial Closet's Best Practices.
