Subaru is running “Fight Mediocrity“, a tongue-in-cheek integrated advertising campaign ridiculing the beige conformity found in the car industry of today, highlighting in contrast the customizable nature of the not-so-mediocre 2011 Subaru Legacy. The campaign includes a microsite for the super bland automaker Mediocrity, promoting a new line of vanilla vehicles, customizable with medium crumb or stale biscuit (exterior), brown gravel and chimney soot (interior). The Mediocrity campaign includes a mediocrity quiz, mediocrity quiz, game, merchandise and downloads, as well as presence on Facebook, YouTube, Flickr and Twitter.
Click on the image below to play the Quotes video in YouTube (HD)
Click on the image below to play the Designers video (extended) in YouTube (HD)
Click on the image below to play the Spokesman video in YouTube (HD)
Click on the image below to play the Mom video (15 seconds) in YouTube (HD)
The Mediocrity campaign was developed at Carmichael Lynch, Minneapolis, by executive creative director Jim Nelson, group creative director Randy Hughes, group creative director/art director Brock Davis, group creative director/copywriter Matt Elhardt, senior digital designer Joe Kral, director of integrated production Joe Grundhoefer, director of digital production Pete Mertz, senior integrated producer Freddie Richards, senior digital producer Jennifer Helm, denior project manager Jennifer Abbey.
Filming was shot by director Baker Smith via Harvest Films, Santa Monica, with executive producers Bonnie Goldfarb and Scott Howard, head of production/producer Rob Sexton, line producer Mala Vasan, director of photography Jonathan Sela. Editorial work was done at Channel Z, Minneapolis, by editor Charlie Gerszewski. Music was produced at Beacon Street Studios.
The web site was developed at Exopolis.