Subaru of America has won the top automotive Webby Award and the Gold IAAA Award for their ‘mediocrity’ advertising campaign, which lampooned traditional mid-size sedans. Subaru played off the abudnance of bland sedans in the market place. Subaru’s campaign portrays a dull and unexceptional fictional vehicle: the 2011 Mediocrity, displayed in dull beige. hue . The bland vehicle is then contrasted to the vibrant Subaru Legacy with its 2.5-litre Boxer engine and standard all-wheel drive, which, according to Subaru, is quite the opposite of ‘mediocre’.
The campaign’s digital focus was highlighted by a fully interactive website, as well as a Facebook page, a YouTube channel, a Twitter feed and a Flickr presence. Their win was chosen from almost 10,000 entries from all 50 U.S states and more than 60 countries worldwide. The Mediocrity campaign as well as substantial television advertising has increased Subaru awareness, contributing to record sales for the brand in both 2010 and the first quarter of 2011.
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