It’s good to see that Subaru in the US is continuing to deliver socially-progressive messaging through advertising. The recent ‘Tournament’ ad  talks, first and foremost, about doing your best and honest virtues and that this is a good way to win. This follows the ‘Sharing the Love’ campaign about caring, thanking the under-appreciated and giving back to society through charity. As brand consultants, we can guess at the links back to the Subaru brand drivers of Intelligence, Sensitivity, Trust and Balance. We look forward to more civil brand communication from Subaru and wonder if we might be seeing any in the UK sometime soon.