Just Drive It

Lee Garfinkel is at it again. DDB’s New York Chairman and Chief Creative Officer worked as a junior copywriter on Subaru in the early 1980s, when he was with the agency Levine, Huntley Schmidt and Beaver. Today he is back on the car account and the author of Subaru’s new long copy campaign.

Think. Feel. Drive.
It’s not just a theme line.
It’s an automotive ideal.
It’s a philosophy and belief system.
It’s a way of designing and building cars
that is totally unique to Subaru.
In essence, creating a category of one.
To think. To feel. To drive.
Here is where Subaru and the Subaru owner converge.
A higher level of automotive expertise meets a higher level
of automotive expectations.

To read Garfinkel’s entire poem, I mean copy, visit www.thinkfeeldrive.com. And feel free to use our comments to confirm that you’re on your way to the local Subaru dealer, if in fact you are so moved.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Carl LaFong says:

    Kinda underwhelming. I think “a category of one” is nice, but the rest of the copy just seems like leftovers from countless clich

  2. I agree with Carl. What a load of hackneyed, meaningless, disembodied twaddle.

  3. Disembodied twaddle. Now that’s poetry.

  4. Unfortunately, I have to agree with you guys. I love long copy and I think it sucks that it’s kinda gone underground. But this thing reads more like a manifesto written by a planner. Could have been wondrous. It isn’t.

  5. Hey, as long as everyone’s piling on:
    Think. Feel. Drive?
    Click. Read. Puke.
    Too much afternoon coffee.

  6. The thing is, Lee Garfinkel did not rise to the top of one of the world’s great advertising agencies by writing banal copy. So what went wrong? We’ll never know, but I’d love to see his original version before the client and their lawyers got a hold of it.

  7. jodi kanger says:

    Wtf does think feel drive MEAN anyway – and how again is it different from what everyone else does?
    And it’s too bad really cuz I’m with you guys – long copy ads can be so amazing. This is like reading a junior high schooler’s journal.

  8. My favorite part about that site is the fact that it uses FRAMES… Maybe Lee did the programming, too.