TV ad: Subaru Outback: Axe

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Create a TV spot to launch the new 2010 Subaru Outback and differentiate it from the myriad of sport utility vehicles that are out there. Ironically, we were tasked to promote a car that’s designed for the outdoors to people sitting on a couch watching TV. We decided to take advantage of the situation and literally pry away the bad commercial they were watching to reveal beautiful nature scenery instead. The viewers’ TV set becomes a window to the outdoors.