BJL has created a multichannel campaign for Subaru to “myth-bust” its 4×4 range and underline its rural credentials.

The Manchester agency has developed the promotion to run across print, television and online, it will coincide with this year’s number plate change.

“When you ask our target audience about Subaru their minds instantly leap to the cars that the brand was once most famous for,” explained BJL creative director, Karl Stones.

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“We were keen to show audiences the real Subaru – to introduce drivers to the full range of vehicles available and to dispel some of the misconceptions which have existed around the brand in the past.

“We wanted to demonstrate how that rally car heritage and their unique engineering pedigree has underpinned the development of the current Subaru range.”

Stones added that they used insight to connect with targeted audiences in specific areas.

A 30-second AdSmart film shows the brand’s rally car history, before highlighting its modern range, all with the strapline ‘When your car can’t, Subaru can’.