Renter Nation continues its campaign for more positive images of renters in American society and culture by calling into question the implied “second class” impression of renters presented in Subaru’s 2012 Impreza commercial entitled “The Door.”
In this TV spot, a young couple struggles opening the passenger door of a car that has outlived its usefulness. The battle with the door takes place in front of an apartment building, presumably, based on subsequent events in the commercial, their home. At the end of the commercial, they are seen parking their shiny new Impreza in front of their bucolic country home. The final impression conveyed is that success can only be achieved once they’ve bought a new car and moved out of the old neighborhood.
This commercial screams discrimination toward renters in that it presents visual images suggesting that happiness and success can only be realized by living in a single-family home.
We have begun a campaign to root out negative cultural and societal impressions and images of renters and call attention to them. To imply that renters all drive shabby cars and live in slums is a disconnect from reality and one that we will fight to overcome.
We will be reaching out to Subaru officials requesting that the commercial be cancelled or modified to present renters in a more positive light.
Renters are hardworking people. We have earned the respect of society and corporate America. To trounce on our dignity is an affront to the more than 100 million Americans who proudly rent their homes.