“Beautiful Silence” is a television ad for the Subaru Forester car. The ad depicts a father and son driving through a national park and stopping at a waterfall. In the car, the son uses American Sign Language to communicate with his Dad, and his Dad responds with hand signals. When the father and son finally arrive at their destination by driving through forest trails, the son asks the father if he can feel the waterfall’s vibration and power. It’s an emotionally moving ad that elicits an empathetic, compassionate response from viewers.
The objectives of the ad campaign were to inform viewers of Subaru’s partnership with the National Parks Foundation and to advertise the Subaru Forester. The ad was aimed at showcasing the Forester’s features and rugged, off-road durability, as well as the adventurous nature of some of Subaru’s customers.
The target market for the ad is parents in their early thirties to mid forties with relatively young children who enjoy being outside and who hold the values of a traditional familial unit in higher regard.
The action the ad wants the audience to take is to get outside, explore national parks, and consider purchasing a Subaru Forester as their family’s adventure car.
The value proposition of the product being offered in the advertisement is that the car is big enough for your family, aligned with the National Parks Foundation, and durable/rugged enough to get you to all the places you want it to.
WMG - Professional Blog 
Leave a comment