Subaru wants to let everyone know that the Forester is the longest lasting compact crossover in America. Because feelings are more powerful than facts, Subaru “ladders up” translating the fact of long lasting into the feeling of making a smart, long-term investment that one day you can pass on to your child.
“Long lasting” is delayed, uncertain, and rational, but the most motivating rewards are immediate, certain, and emotional. When Subaru translates long-lasting into the feeling of making a smart long-term investment that one day buyers can pass on, they give their attribute more power.
Long lasting is an attribute that is experienced only slowly over time. The reward of long lasting is delayed. But, for buyers, the feeling they are making a smart, long-term investment is immediate.
Long lasting is an average or a probability. Buyers can’t be certain that the car they purchase will be long lasting. But buyers can be certain they will feel they are making smart, long-term investment.
And long lasting is an objective, rational quality of the vehicle. The feeling of making a smart, long-term investment is emotional. With this ad, Subaru gives viewers a little taste of how good they can feel when buying a Subaru.
The ad is a sample of the immediate, certain, and emotional pleasure of choosing a Forester.