The double page 'Glue' ad appeared after the centre-spread in the Australia's Financial Review magazine. It required readers to prise apart two pages, which then revealed that 'Some cars are more difficult to break into than others' alongside a brief explanation of the NRMA Insurance car security ratings. Leo Burnett Sydney produced the creative in response to the NRMA ratings, which placed Subaru second only to the BMW M3. The mid-priced car brand Impreza WRX model scored almost perfect marks in the survey, which tested 29 cars. It scored 102 out of a possible 110 points.
"Security is obviously a major consideration for any high performance car manufacturer, and this ad provides an opportunity to reinforce Subaru's credentials in a clever and highly impactful way," said Burnett ECD Nick Souter.