BACKGROUND:In order to enhance engagement between SUBARU and its main target (loyal male users in their 30s to 50s and car enthusiasts) , we created a 2-minute short film meticulously designed to communicate Subaru’s brand philosophy to all loyal Subaru users and car lovers. SYNOPSIS:1992: Suburbs in Japan, FATHER (35) polishes his SUBARU LEGACY in the garage. His son, RYOSUKE (5) plays with his favourite mini-car-key-holder (SUBARU 360).Father calls out, “You wanna ride?” Ryosuke is behind the wheel, overjoyed, pretending to drive.2004: Father and Ryosuke argue intensely. Ryosuke storms out of the house.2012: Grown-up Ryosuke drives back home nervously with his FIANCEE in his BRZ. Ryosuke walks out to the garage to see his father but finds him admiring the BRZ.Ryosuke calls out, “You wanna ride?” Father walks past Ryosuke into the garage without a word. Ryosuke is heartbroken. But Father returns and quietly hands Ryosuke his favourite mini-car-key-holder.

The two ride together in the BRZ. Father looks at Ryosuke and says, “This (car) is very nice,” proud of his fully-grown son.