• Oct 5, 2010
2011 Mediocrity – Click above to watch videos after the jump

Looks like Subaru is giving the mid-sized sedan segment a good ribbing. The company has unleashed a new viral marketing campaign promoting the 2011 Mediocrity – a four-door that has "figured out a way to blend in more." Funny, we think we've driven a few of those over the past year or two. The company has even gone so far as to rework an aging Kia Optima to stand in as the unfortunate Mediocrity. There are even spy shots, promo videos and complete interviews with designers to try to capture the heart and soul of the world's most boring personal conveyance.

The whole stunt is aimed at setting the lovely Legacy apart from the rest of the four-door crowd. Is it successful? We'll leave that for you to decide. We will say that the whole project is plenty funny and embodies the kind of lightheartedness we've come to enjoy from Subaru. And, fortunately for Kia, the next-generation Optima looks to be about as far from the Mediocrity as possible. Hit the jump to see the videos for yourself.

[Source: Subaru]









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    • 1 Second Ago
  • 99 Comments
      • 4 Years Ago
      seriously considering what they've done to their cars in the last 5 years, who the heck are subaru to talk?
      • 4 Years Ago
      Backfire.

      And if you really, really think what cars should – only – be for, this one would be spot on (well, ok, a wagon would be better). Cars as a means to express ones personality? Great idea.
        • 4 Years Ago
        Oh man, I WISH I could buy a mediocrity wagon. Americans are so into conformity that unless you get into an expensive luxury car, you can hardly buy a wagon. Only choices are sedan or SUV. There are entire classes of smallish to mid-size wagon/van things that are sold everywhere else _except_ the US (with one or two exceptions). Americans won't buy them. To me, the sedan _form_ is mediocre, and Americans love it.
      • 4 Years Ago
      Bravo! A brilliant idea. Subaru builds some of the best machines on the road. They're just, well, nondescript. So the concept of promoting the supremely umpromotable is pure genius. If nothing else, it will encourage drivers to take a look...and that is precisely what it is intended to do.
      • 4 Years Ago
      3 things:

      I love how they used a Kia for the commercial

      This seems like a serious toyota ad

      Subaru needs to make sure this isn't a serious ad for them, because the Legacy and Outback designs are horrible, thanks to toyota buying GM's share.
      • 4 Years Ago
      What's amazingly ironic about this, is that the Subaru Legacy and Toyota Camry are built in the same plant in Indiana.
        • 4 Years Ago
        I think they're laughing knowing what they've got in the pipeline. Hell, people well may see this ad, start Googling 2011 Mediocrity, and find out the car is really an old Optima, start Googling Optima, see the new one, and decide that's their next car.
      • 4 Years Ago
      This ad mean Subaru is nothing but a same level as 11 years ago old Kia.
      • 4 Years Ago
      this is exactly how the 2010 Volkswagen Passat was born.
        • 4 Years Ago
        I was just scrolling down to contribute ma dollar: They could have use a VW Passat. 2011 Mediocrity XL. Then an expansion: 2011 Mediocrity L (Jetta), 2011 Mediocrity S (Polo).

        By the way, there is a latest hot-hatched Polo and a Golf GTI parked on my street few meters apart. Both black. They're as different as night and later that night. This is what I call mediocrity.
        • 4 Years Ago
        Really? I thought this was the 2011 Toyota line-up campaign.
        • 4 Years Ago
        the font they use is a nod towards vw
      • 4 Years Ago
      Is it supposed to look like the Chevy Cruze?
      • 4 Years Ago
      These ads should def not be coming from Subaru. I currently have 09 Legacy SE and love the look of it. The new generation is just ugly in my opinion. The front is not bad, but the rear kills it for me. Looks like Mitsubishi from the rear. Talk about ugly car. The only asian car company putting out great designs right now are Kia and Hyundai.
      • 4 Years Ago
      Viral marketing of a joke scenario (how original), avoiding straight promotion of your own brand and product.

      Frankly, it's mediocre.
      • 4 Years Ago
      I'll have to go through the commercials later, but I suspect that there is probably a *lot* of GLBT encoding in these ads, based on the obvious parallels. Can anybody confirm?
        • 4 Years Ago
        Every time I hear GLBT, I think of wheat or white and regular or light mayo for some reason.
        • 4 Years Ago
        obvious? what the hell are you smoking. there's nothing with a queer focus in this, implied or otherwise.
        • 4 Years Ago
        Nah. It's just a straight parody.

      • 4 Years Ago
      What does Kia have to say about this ? Surely they cant use another car as an example of a really boring car without facing legal action !
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