If we had to pick a Super Bowl advertising shtick that we're most susceptible to, it might just be dogs. Especially if they are driving cars.

But this is one ad campaign you won't actually see during the Super Bowl. Subaru will be holding its second annual Subaru Game Day Dog Walk instead, wherein owners pledge on Facebook to, well, walk their dogs. While we don't really want to think about what would happen if they didn't, Subaru sees value in appealing to animal lovers. Some 70 percent of Subaru drivers are pet owners, according to the company.

Subaru has also launched two social networking app as part of its marketing effort: Dogbook for Facebook and MapMyDOGWALK.

Do we even need mention that this is a brand that shares a nickname with a TV cartoon dog?

All four commercials and the press release are after the jump.








Show full PR text
Subaru "Dog Tested. Dog Approved.™" Campaign Returns with a New Pack of Dogs and New Canine Social Capabilities
- Active dog lifestyle is supported with new canine-specific social applications
- Cornerstone of campaign is Subaru Game Day Dog Walk event on Feb. 5
- Subaru partners with MapMyFITNESS™ to launch MapMyDOGWALK™ Mobile App for iPhone®
- Social networking Dogbook App redesign rolls out with Subaru takeover


CHERRY HILL, N.J., Feb. 2, 2012 /PRNewswire/ -- Subaru of America, Inc. today announced the return of its "Dog Tested. Dog Approved." campaign. The venerable canine commercials return for a third year with a new pack of dogs and social activities. When players take the field on Sunday, Feb. 5, Subaru owners and their four legged friends will hit the streets for the second annual Subaru Game Day Dog Walk event by taking the pledge at http://www.facebook.com/subaruofamerica.

"Dogs have always been a large part of Subaru culture; we also know that dogs play a significant role in the lives of our owners," said Alan Bethke, director, marketing communications, Subaru of America. "The Subaru Game Day Dog Walk and new social apps are a natural extension of our brand's active culture and further allow dogs to be our owners' social lifestyle partners."

Subaru is taking an alternative, more social approach to the big game this Sunday than other brands. For example, Subaru partnered with MapMyFITNESS to launch the MapMyDOGWALK mobile application for iPhone. MapMyDOGWALK provides dog owners with access to an innovative geo-mapping application that allows users to track and store their daily walking routes in an online database. Users will also have access to a searchable database of millions of routes across the globe, fitness calculators, dog event listings, and a dynamic social network of healthy and active individuals and their four-legged friends.

Canine social networking site Dogbook rolls out with an all-new design and Subaru integration. The Dogbook Facebook application boasts all-new "Dogline" features: larger profile pictures, bigger news feed photos, a new My Life Story section, a Dog Years Calculator and customizable My Favorites Sections. Also included in the update are a Happy Birthday Video feature and a faster high definition photo uploader.

"Last year 88,000 dog owners took the Subaru Game Day Dog Walk pledge on Facebook," said Bethke. "This year our owners have two new social tools and four new Dog Tested videos to accompany their canine activities."

Dog Tested. Dog Approved.

The campaign is designed to resonate with Subaru owners and like-minded consumers. Subaru drivers are two times more likely than the average car owner to have a pet. In fact, seven out of ten Subaru drivers have a pet, and Subaru owners are also more likely to engage in skiing, camping, boating and other sporting activities. To reflect these passions, those activities are depicted in the four new Dog Tested commercials.

"The Dog Tested spots have always been about highlighting funny and interesting car situations by using dogs instead of people. This year we continue that theme with a focus on the lifestyle of Subaru owners starring an amazing pack of dogs."

See the 2012 Campaign Commercials:
"Camping" - The dog pack discovers that camping isn't all it's cracked up to be.
"The Beach" - A ragtag pack of dogs find out that sun, surf, and sand make for an epic day.
"Jackknife" - Backing up a canoe trailer proves difficult for a dog and his buddies.
"Ski Trip" - Furry friends spend a day on the slopes.
Take the Subaru Dog Walk Pledge
Download the MapMyDOGWALK App for iPhone
Join Dogbook on Facebook

About Subaru of America, Inc.

Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of more than 600 dealers across the United States. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation. For additional information visit www.subaru.com.

Follow the Subaru of America Facebook page and subaru_usa on Twitter.

This press release is available at www.media.subaru.com.

"Subaru", all model names, and the Subaru logo are registered trademarks of the Subaru division of Fuji Heavy Industries, Ltd, Japan.

"iPhone" is a trademark of Apple, Inc., registered in the U.S. and other countries. "Facebook" is a registered trademark of Facebook, Inc. "MapMyFITNESS" and "Map MyDOGWALK" are registered trademarks of MapMyFITNESS, Inc. Other trademarks and trade names are those of their respective owners.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 54 Comments
      Joe Wentz
      • 2 Years Ago
      Rather than spend $100,000 a secound for a super bowl commercial, I think they would be much better off using that money through out the year showing off thier automobiles (and dogs)!!!!
      Annette Hammond
      • 2 Years Ago
      LOL!! Those are great!
      pickles
      • 2 Years Ago
      Ruh ro... driving with no seat belts!
      Sylvie
      • 2 Years Ago
      I won't let my dog drive my car because it's a stick shift.
      oRenj9
      • 2 Years Ago
      "Professional driver on a closed course." That's way more impressive than riding a skateboard!
      joyful6666
      • 2 Years Ago
      This is really a cute idea....the Subaru are a good car per some of my friends.
      mike edwards
      • 2 Years Ago
      dogs are not money hungary like humans they love you for you not your money its a different love something most humans have never known in a cut throat sosiety like ours
      Bob MacGillivray
      • 2 Years Ago
      I agree with Kanders 425 thinking... As a Marine Corps veteran, I sold Chevrolet products for over twenty years because I felt it would help keep our assembly lines moving and in my own way help. I sold plenty of Chevrolet's - cars trucks, sedans, Camaros & Corvettes. All the while even my own family members were buying Toyotas, Volvos Lexus and Mercedes cars. Now after all these years of buying imports they send me e-mails about the importance of buying American...Now that I am retired and older when I drive I get around in my old Chevy pick - up. God Bless America!
        grimesclrcbg
        • 2 Years Ago
        @Bob MacGillivray
        God be with you and you OLD chevy pickup. I have a 1995 Camaro Z28 82,000 miles, I'm the original and first owner. That car is is almost 17 years old. I keep it in the garage and it looks great. Some would ask you're driving a 17 year old car YUP that a be me. The car is 17 yrs old I just put the 2013 registion sticker on it, it was due this month. At my age and how often I drive it I doubt it will ever see 100,000 miles.
      kanders425
      • 2 Years Ago
      IN ALL EFFORTS TO RE-BUILD AMERICA... "BUY AMERICA AND MADE IN AMERICA CARS". GENERAL MOTORS... CHEVY, CADILLAC, BUICK. CHRYSLER, DODGE, ETC. RESEARCH AND THINK ABOUT WHERE YOU LAY YOUR HEAD AT NIGHT, THE LOVE FOR YOUR COUNTRY, AND YOUR RESPONSIBILITY AS AN AMERICAN TO SUPPORT/LOVE/HONOR/CHERISH/LIVE YOUR COUNTRY, VALUES&AMENDATIES. SUPPORT OUR JOBS, SUPPORT YOUR COUNTRY.
        GrinderAK
        • 2 Years Ago
        @kanders425
        3 out of 5 Subarus are made in Lafayette, IN.
          Brian
          • 2 Years Ago
          @GrinderAK
          And my Ford was built in Mexico. It amazes me that there are still people who believe that buying a car from the big 3 help to support jobs in the US and those who buy cars from foreign companies do not. Your response to Kander425 was right on the money.
        poll100
        • 2 Years Ago
        @kanders425
        Parts for these cars are made out of the country.
        Xedicon
        • 2 Years Ago
        @kanders425
        There is no 100% American car anymore, the closest you'll get is a Wrangler or a F-150, but they're full of parts from around the world. The reverse is true as well - Nissan, Subaru, Toyota, Hyundai, they all build and sell here in the states but have parts from all over the world. Some are even designed here. The reverse is true for design work as well - the Cruze was designed in Korea. You pretty much can throw a rock at a bunch of cars and hit one that will support America in some fashion.
        wireu
        • 2 Years Ago
        @kanders425
        I agree buy American, however I don't want to support the union workers, they are too whiney and greedy and they don't think anybody who is non union has a right to work, which is about 70% of the population. BUY AMERICAN NON-UNION MADE GOODS!
        jajra
        • 2 Years Ago
        @kanders425
        Subarus are made in the USA at a no waste plant, better than a lot of other makers. Check the content of the models you mentioned and discover far less made in America than you think!!!
          C4RBON
          • 2 Years Ago
          @jajra
          Only the Legacy, Outback, and Tribeca are made in Lafayette, IN. The Impreza, Forester, and WRX/STi are imported from Japan, as is the new BRZ. But yes, the plant in Lafayette is the world-standard in no-waste manufacturing.
        WindsWilling
        • 2 Years Ago
        @kanders425
        Well the US auto makers need to put forth equal effort in their products that meet my own needs and specifications. Until ford brings the proper awd turbo focus out, subaru/mitsu gets my money. Besides many of their cars are made in the US anymore and many foreign makers are building more factories here which creates more jobs. US makers get my money again when i deem they deserve it.
        Reece Lightning
        • 2 Years Ago
        @kanders425
        im pretty sure the guy who sold me the subaru was american..didn't check his passport though hmmm :/
        rpimtnbiker
        • 2 Years Ago
        @kanders425
        You are quite misinformed. A lot of the "foreign" car companies produce more cars in the U.S. than the American companies. Having cars from other companies here creates more competition and pressure for everyone to build better cars. I don't really see any responsibility to buy American if they don't produce anything I'm interested in. I've had mostly American cars for rentals here in the U.S. and the majority of them are crap.
      bilhee
      • 2 Years Ago
      These four commercials are hilarious, and probably won't cost a gazillion dollars a half a minute to show on the most uninteresting Super Bowl in 46 years..Great decision..and yeah I'll walk my dog today
        ELG
        • 2 Years Ago
        @bilhee
        not sure what "uninteresting" game you were watching, but it wasnt the super bowl
      Johnny
      • 2 Years Ago
      The first Subaru ad in a long time that doesn't make me want to go punch a hippy. Doesn't make me want to buy a Subaru either, but I still consider it a step up from previous ads.
      piggybox
      • 2 Years Ago
      The 2nd one is funny
    • Load More Comments