For its first campaign for Subaru of America, Interpublic Group's Carmichael Lynch was charged with finding an "overarching idea" about the automaker that would represent a "brand truth" to help drive stronger sales, according to Subaru CMO Tim Mahoney. The resulting effort adds the word, "Love," to the automaker's current tagline, "It's what makes a Subaru a Subaru," and showcases owners' emotional attachments to their cars.

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