Subaru's 'A Beautiful Silence' Speaks Louder Than Words

There’s a quiet power to Subaru of America’s new :60, which follows a deaf boy and his dad on a trip to Yosemite National Park.

Developed with Carmichael Lynch, the ad, “A Beautiful Silence,” features 10-year-old Emmy-nominated actor Keivonn Woodard and touts the carmaker’s partnership with the National Park Foundation.

Note the soothing lack of audio bluster, loud music or rah-rah narration. Instead, the father and son commune with scenic marvels and briefly chat with each other via American Sign Language.

Shots of the new Subaru Forester Wilderness don’t intrude. The hushed approach feels fresh and contemplative. It lets us appreciate the vehicle without the distractions of shouted mileage numbers or sales patter.

So, the ad works both as a car commercial and a promo for escaping from the noisy grind of mechanized life.

“The outdoors are for everyone, and whether it’s a trip to a national park or a walk in the woods, we believe everyone should have the opportunity to experience its beauty,” says client SVP, marketing Alan Bethke. “We’re hoping that even more people will be inspired to explore the wonders of nature.”