In launching the new Subaru Outback, the Carmichael Lynch team wanted to convey the vehicles’ longevity. With a willingness to poke fun at themselves, Subaru encouraged the agency to push the boundaries and approach the topic of longevity in a uniquely Subaru way. The notion that generations are brought together by Subaru quickly stuck, and playing off the stereotype of Subaru owners, the creative team crafted the story of a man taking his hippie mother out for a drive with the rest of the family. In casting, scenes were workshopped until the family dynamic felt natural. A fluid script allowed the actors to stretch, with director Lance Acord’s artistic eye guiding the way. The result, “Memory Lane,” is not only a story about a family’s generational differences, but also the story of a car company coming into its own.