Think transit commuters are unwashed, uncouth bums? Subaru does. And the carmaker doesn't mind telling them so.
In recent Canadian editions of Metro -- the free daily distributed at transit stops -- Subaru ran a two-page spread spouting just about every negative transit, and transit rider, stereotype you can think of. The ad was brought to our attention by a Sabrina Lau Texier, a transportation planner in Vancouver.
"While you're sitting on public transit, just imagine your commute in a new Subaru Impreza," the copy reads. "No weird smells, no overhearing awful music, and nobody asking you for spare change." Classy.
On the first page are "coupons" for an "odour free ride to work" (nothing but that carcinogenic new car smell), "less chance of being asked for money" (except by Subaru and Exxon), savings on "obligatory transit conversations with coworkers" (down with human interaction!), "free confidence" (for $19,995), and our favorite: "half off arbitrary and inexplicable transit delays." As opposed to the gridlock-free ride we can expect if we all ditch transit to drive a Subaru to the office -- alone, of course, to avoid those unpleasant conversations with co-workers.
The ad implies that the Impreza has a better safety rating than transit. Canada had 6.5 traffic fatalities and 500 injuries per 100,000 people in 2010, according to the latest available figures.
Think the folks at Subaru don't know transit ridership is booming, and not because commuters just need to be sold on "symmetrical full-time All-Wheel Drive"? Ads like this one, as Lau Texier puts it, are "a desperate attempt to stay relevant for an industry with declining sales."
Maybe a campaign based on the premise that your target audience is a bunch of losers is not the most winning strategy.
Brad Aaron began writing for Streetsblog in 2007, after years as a reporter, editor, and publisher in the alternative weekly business. Brad adopted New York's dysfunctional traffic justice system as his primary beat for Streetsblog. He lives in Manhattan.