actual ad from when Subaru was marketing directly to lesbians in the 90s

#is this real

yes! here’s an article about subaru marketing directly to lesbians

This search for niche groups led Subaru to the 3rd rail of marketing: They discovered that lesbians loved their cars. Lesbians liked their dependability and size, and even the name “Subaru.” They were four times more likely than the average consumer to buy a Subaru. […] Subaru decided to launch an ad campaign focused on lesbian customers. It was such an unusual decision—and such a success—that it pushed gay and lesbian advertising from the fringes to the mainstream.

If you’ve ever wondered why people joke about lesbians driving Subarus, the reason is not just that lesbians like Subarus. It’s that Subaru cultivated its image as a car for lesbians—and did so at a time when few companies would embrace or even acknowledge their gay customers.

How is that ad picture marketing towards lesbians?

How is it not?

I mean it’s just two cars with sports gear on top of them am I missing something?

Wait nvm the car on the right has a gay pride flag sticker on it is that it?

There’s subtler stuff too. The two bikes are identical, not different sizes or frame styles, suggesting a same sex couple *if* you’re tuned in to that kind of thing. “Camp Out” is probably a pun on the outdoorsy meaning and the LG meanings of one or both constituent words, in context of the sticker. And the other license plate says “Xena Lover”, with Xena: Warrior Princess being legit #GayCulture of the era.

Oh, and the actual slogan itself– “different roads” alludes tongue-in-cheek to an old euphemism for lesbians.

That article made me want to buy a Subaru

About C.A. Jacobs

Just another crazy person, masquerading as a writer.
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