In 1996, Subaru’s market research in the USA revealed an unexpected demographic who loved their cars: lesbians.
Tim Bennett, the company’s Director of Advertising, and a gay man himself, decided to lean in, and so began a series of ad campaigns pitching Subarus to the lesbian community. Here’s a few of our favourites.
As a queer woman who drives a Subaru myself, I guess I have to say the advertising works.
Let us know what car you drive, and if you reckon it’s queer!
Check out our podcast episode to learn more of the history behind these ads.



























