KING: Subaru spoke to a bunch of owners and discovered, yes, lesbians loved those four-wheel-drive Subarus - loved that they could handle all types of weather and were roomy. In the early '90s, though, most big companies didn't advertise directly to gay and lesbian consumers because they were afraid of alienating heterosexual consumers.
But Subaru took a risk and hired a tiny New York ad firm, Mulryan/Nash, that specialized in this type of work. John Nash was the creative director. He says Subaru executives wanted the ads to be subtle. And this is what made this ad campaign so memorable. In print ads, John used inside jokes that were obvious to lesbians and gays but not really to anyone else.