SUV Named For A Manhattan Neighborhood Perfect Your Next Trip To A Museum

Brandweek: Subaru is breaking a network TV and cable push for its first SUV, the B9 Tribeca.

The effort, via Subaru's new agency, DDB in New York, shows the SUV rolling along city streets. The spot, set to Kansas' classic-rock staple Dust in the Wind, has other SUVs turning to dust, rusting away and becoming junkyard scrap as the Tribeca passes them.

Tim Bennett, director of advertising at the Cherry Hill, N.J., automaker, said a large grassroots and Internet effort aim to reach people who "are very active, not always in front of a TV.

"One of the targets is definitely the urban buyer," said Bennett. "There's an urban sensibility; we are targeting the kind of people—young families—coming into the city for film festivals, or museum visits. It's a bit different for us than the traditional core for vehicles like Outback."