G.I. Joe Adventurer Stars in New TV Commercial For Subaru Motors’ “Levorg” (Yes, That’s a Car)

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Return to the Sandbox— In a scene that should be all too familiar to GIjOE fans and collectors around the world, Subaru’s Adventurer Joe keeps his binocs trained on his owner’s family (and their dog) while playing in a sandbox in a park, somewhere in Australia. Do YOU remember cleaning sand out of your Joe’s hair and all his uniforms? Oh, yeah. We KNOW you do! (Photo: Subaru)

Mining Our Emotions—Once again, nostalgic GIjOE fans have (somehow ) found their way into the creative boardrooms of Subaru’s advertising agency and inserted their (and our!) favorite 1:6 scale action hero toy into a new TV commercial. Using a trite (but serviceable) tagline, “Do Something Out of the Box,” the creators of this new spot clearly hope Joe’s worldwide appeal will help them “move some iron” off of Subaru’s lots during the 2016-2017 sales season. Will Joe’s mission succeed?

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New “Singing” Land Adventurer— The real star of the Subaru spot isn’t the car. It’s GIjOE! He first appears in his custom (gray?) “Land Adventurer” box—and he’s singing! Wha..? We knew Joe could “speak” and bark out commands, but sing? That’s something his legions of fans have never seen him do before. Out-STANDING. He could win American Idol—if only it were for toys! (Photo: Subaru)

In this latest, most INCREDIBLE of “Joe Sightings,” a vintage 1970s Adventurer GIjOE appears redressed in multiple uniforms and iterations to provide both comedic relief and emotional gravitas to a much larger inanimate object—the 2017 Subaru “Levorg.” Yes, that what’s it’s called. And no, we don’t know why. We looked up Levorg (so you wouldn’t have to) and learned that it’s a nonsense word which (according to Subaru) is “a portmanteau of 3 words, LEgacy, reVOlution, and touRinG.”

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Nice ROUND Tones, Joe— As the camera zooms in, viewers are treated to some wonderful CGI demonstrating Joe’s new-found singing prowess is largely due to his surprising ability to make nice, round mouth shapes. The special-effects utilized in this spot are VERY well-executed. (Photo: Subaru)

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Silvery Shades— As the family goes for a ride to the park, Joe continues singing while looking out a window, sporting custom mirrored shades. Now you can call him “Joe Cool!” (Photo: Subaru)

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Let’s Get it On— Arriving at the park, Joe jumps out of the car, determined to complete his mission to have FUN with his beloved family. Yes, that’s a Subaru behind him (yay). (Photo: Subaru)

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Joe Remebers How to PLAY— The kid has nothing on GIjOE, who expertly shows him how to use the famous Adventure Team zip line. Look out BELOWWWW! (Photo: Subaru)

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He’s a Lumberjack and He’s OK— He sleeps all night and he works all day. Go, JOE! (Photo: Subaru)

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Hai KARATE— Joe prepares to face off against his giant nemesis…the family dog! (Photo: Subaru)

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Ride ’em Cowboy— Having tamed the wild beast with his Karate, Joe trains the canine behemoth in the wild and wooly ways of western “dogback” riding. Yee-HAW! (Photo: Subaru)

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Spooky Spelunker— Joe also explores a mysterious cavern. Look out for guano, Joe! (Photo: Subaru)

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No Shirt, No Problem— Joe ends the commercial taking a spin around the park’s pond on his yellow jet ski. VRROOMMM!!! Remember, this is a CAR commercial. (Photo: Subaru)

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Confused? Angry?— This closeup shows another great use of CGI, giving Joe a fiercely determined (and/or puzzled) expression. Imagine all the exciting adventures Joe could enjoy if he was regularly provided with expert animation assistance such as this. WOW! (Photo: Subaru)

Bottom Line: You’d think that if Subaru was going to build an entire ad campaign around the use of GIjOEs, they’d at least try to have the car’s name tie-in somehow (i.e. “Hero” or “Adventurer,” or…well, ANYTHING but “Levorg”). But no matter, longtime Joeheads “get” why it’s a solid strategy to connect a ’70s Land Adventurer with Subaru. According to Born Licensing director, David Born:

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“G.I. Joe adds a great deal of value to the campaign on a number of levels, it creates a sense of nostalgia amongst their target demographic, tapping into the existing positive feelings consumers have about the brand. It also makes the campaign more likely to be talked about, shared and related to by their target audience.” —David Born, Born Licensing

And of course, if Hasbro had it’s corporate head on straight, buyers of Subaru vehicles would also receive a FREE Land Adventurer GIjOE with every purchase. Hoo-YEAH! But, will they? Sadly, no. That’s just another missed (and to us—obvious) product tie-in opportunity that Hasbro is missing out on. Imagine all the fun little Johnny or Jane could have playing with a new Joe in the backseat of their new Levorg during a real-life drive to the park—just like on TV! (See Commercial Below)

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3 thoughts on “G.I. Joe Adventurer Stars in New TV Commercial For Subaru Motors’ “Levorg” (Yes, That’s a Car)

  1. utahjoe says:

    Great job. Love what you locate. Great to keep Joe alive. Thanks!!!

  2. James says:

    Be sure that you don’t miss the other seven (!) Levorg commercials with Joe in them. All eight spots (Along with three others that don’t have Joe in them. Bleh) can be found here:

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