Winter is Less Scary Thanks to Subaru

February 3rd, 2022 by

Subaru Winter Capability

Everything about winter screams; stay inside, make some soup and drink hot chocolate! However, Subaru’s new campaign warms the cold better than a fireplace while ensuring the safest travels in those brutal winter conditions. The Japanese automaker amplified last fall's (2021) “Welcome to the Uncommon” brand with the new Winter is Less Scary in a Subaru. The new campaign provides insight into a harsh reality for many who have traversed a Canadian snowstorm.

We really needed to create the tension, not just in the tone but also with the volume of snow…Playing that tension off with the actual capability and safety of these vehicles is what makes this a compelling campaign.” -Wain Choi, Executive Creative Director for Zulu Alpha Kilo (they developed the campaign).


In less than fifty seconds, Subaru premiered an unnerving spot-shot horror clip. The short clip features tense music and moderately dangerous driving circumstances. There’s a young child in the second row with her mother driving the new 2022 Subaru Forester. The Forester switches lanes in the icy conditions to let a fiesty transport truck pass in one scenario. Shortly after, a couple in the all-new 2022 Subaru Outback Wilderness wave at the family in the Forester. Once the two Subaru’s dashes pass one another, the music softens, and the road brightens up. 

We conducted extensive research last year and a common theme emerged: Subaru drivers are incredibly comfortable driving in the winter and that comfort actually converts to an emotional connection, as they take real pride in being able to take on the harshest season with complete confidence.” -Subaru’s Vice President of Marketing and Brand Management, Cynthia Bouris

Each scene in the “Winter is Less Scary in a Subaru” was shot in Yukon, Canada. The filming location earns the Japanese automaker some extra brownie points because those harsh Canadian winters illustrate the durability of Subaru’s safety systems. Yet what silently steals the show is Subaru’s symmetrical full-time all-wheel drive

Welcome to the Uncommon’ celebrates all the wonderful things that set us apart and allow us to deliver a unique experience to our owners. How well our vehicles perform in challenging winter conditions is a great example.” – Cynthia Bouris.


The “Winter is Less Scary in a Subaru” campaign launched on all Subaru social media platforms, high-impact digital, and traditional media. 

You are Always Warmer In a Subaru


We’ll try to hold off as long as possible, but your 2022 Subaru Forester is here at Kenny Ross Subaru. Kenny Ross Subaru offers plenty of new vehicles and quality pre-owned vehicles to choose from.

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Whether a deeply discounted car, aggressive lease payment plan, routine maintenance, or a significant overhaul, sixty years of business should let you know you've come to the right place. So stop by and visit your favorite neighbors and see what Kenny Ross Subaru has in store for you.