“Love is what makes a Subaru, a Subaru.”

What a bunch of…#@$%^!+

The first couple of weeks in May are hard on me. For some reason my body drastically reacts to the heat. The weird thing is that the temperature is only a degree or two higher but my body translates these few degrees into the onslaught of the summer heat. You would figure after all these years in Florida the transition into the summer would not affect me but it takes its toll. Now, the best thing about this time of transition is that I get crabby and when I get this way I notice that I am more apt to respond to those stupid things that catch my attention. This is particularly true when it comes to TV commercials. On April 24th, Subaru of America announced a new marketing campaign, and I quote: “…based on the strong emotional bond Subaru owners have with their vehicles.” The campaign was developed by the Carmichael Lynch agency of Minneapolis, MN. Okay, so here is why I’m so perturbed. The tag line is “Love is what makes a Subaru, a Subaru.”

I am not a social critic; I’m a pastor in a crabby mood because of the heat. But do they actually believe that it is love that makes a Subaru, a Subaru? If they do believe that, let me strongly suggest therapy and if they don’t believe it why would they create such drivel? Does the creative team of Carmichael Lynch honestly believe that they can manipulate my subconscious into buying a car based on a complete misrepresentation of love? Let me be clear, Subarus are automobiles and the cars Subaru builds are not produced by love or in love. (Ponder that for a moment. That was sick.) Subaru of America is the marketing arm of products manufactured by Fuji Heavy Industries Ltd. of Japan. They make Subarus to make money and there is nothing philanthropic about their mission. Love has nothing to do with selling Subarus. My anger is because the process from creative collaboration and design to final production dismissed and inappropriately misrepresented the essence and action of love. I continue to be startled by the sheer audacity and arrogance of corporate America to define core values and actions in ways that benefit their bottom line, their sorry mission. I am equally saddened by the inability or unwillingness of highly talented and good people who give enormous amounts of time, energy and skills in their professions to challenge bad assumptions and wrong directions.

Let me suggest to the creative team of Carmichael Lynch, you can’t love a thing and shame on you for minimizing the value that love has in life. Love is not what makes a Subaru, a Subaru. Love is that which enables us to sit in the hospital room with a friend so nauseated from the chemo that he just wants it be over. Love is not what makes a Subaru, a Subaru. Love is that which holds a family together when a crash occurs at midnight and your 16 year son is pronounced dead on arrival. Love is not what makes a Subaru, a Subaru. Loves is that which celebrates 61 years of marriage only to watch hopelessly as your lover fade away with Alzheimer’s. Love is not what makes a Subaru, a Subaru. Love is that which welcomes a newborn into the world and celebrates a graduation, and walks a daughter down the aisle. Next time you’re sitting around trying to be creative, don’t cheapen what has ultimate value in our lives. Go home early today, eat dinner with your family and tell them you love them.

There is power in your invitation so live in Grace, embody your Faith, express the Hope, experience the Joy; and remember “It’s a brand new day.”

Written by Rev. Bruce Wismer

Co – Pastor at Pine Shores Presbyterian Church Sarasota, Fl.