The biggest Subaru ever is so big that it can’t fit into ad spaces

July 15, 2021


Subaru takes pride in their vehicles’ go-anywhere capability with their rally-bred AWD model lineup, there are few places a Subaru isn’t a perfect fit. Except for maybe OOH.

With the launch of their largest vehicle ever, the Ascent, Toronto-based Zulu Alpha Kilo wanted to stress just the size of the three row 7-8-seater SUV still very capable new Subie.

The new ads are so big they exceed the frames of the media space provided, one needs to be curved to fit the parameters of the metal frame, and the final poster had to be folded like an accordion to help the oversized poster fit within the frame and under the glass.

“When this idea first came up, we knew right away this would be a great way to bring attention to the Ascent,” said Wain Choi, Executive Creative Director of Zulu Alpha Kilo. “These ads will encourage people look at them and think about the Ascent in a whole new way and that’s what we ultimately want.”

About Subaru Canada, Inc:
Subaru Canada, Inc. is a wholly owned subsidiary of Subaru Corporation of Japan. Headquartered in Mississauga, Ontario, the company markets and distributes Subaru vehicles, parts and accessories through a network of 94 authorized dealers across Canada. For more information, please visit or or follow @SubaruCanada on Twitter.


Client:  Subaru Canada

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Executive Creative Director: Wain Choi

Group Creative Director: Gerald Kugler

Writer/CD: Jonathan Smith

Art Director/CD: Patrick Shing?

Clients: Gary Sappleton, Cynthia Bouris, Don Durst, Curtis Lang

Account Team: David Tremblay, Lauren Boultwood, Hayley Blackmore

Planning Team: Carly Miller

Producer: Teresa Bayley, Houng Ngui

Media Agency: OMD  

Photographer: Chris Robinson (Fuze Reps)?Mac Artist: Jeannette Downes 

Printer: Pattison Outdoor