National Fatherhood Initiative Honors Subaru with Fatherhood Award™

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Company Receives Award for “Baby Driver” Television Commercial Highlighting Father Involvement

Subaru's ’Baby Driver’ TV commercial is worthy of a Fatherhood Award™ because it taps into a characteristic that all good dads have – the desire to provide for and protect their children.

National Fatherhood Initiative (NFI) has honored Subaru with a Fatherhood Award™ for its “Baby Driver” television commercial.

“Baby Driver” highlights the care and concern good fathers have for their children. In the ad, a father appears to be telling his 7-year-old daughter about how to drive safely as she sits anxiously in the driver’s seat of the family’s Subaru, waiting for him to hand over the keys. It is finally revealed that the daughter is in fact of driving age, and we had been seeing her through her father’s eyes – as a little girl about whom he cares deeply as she heads out for her first solo drive. He hands over the keys, she says “Thanks, dad,” and his voiceover closes out the spot with, “We knew this day was coming. That’s why we bought a Subaru” as the word “Love” appears on screen.

At a time when America is experiencing record levels of father absence, Subaru’s ad communicates a timely message about the importance of father involvement in children’s lives. While rates of father absence may be high, Subaru’s ad also speaks into another significant development in the American family -- the increased role involved fathers are playing in important family purchasing decisions, especially around automobile purchases.

Roland C. Warren, president of NFI, said, “Subaru's ’Baby Driver’ TV commercial is worthy of a Fatherhood Award™ because it taps into a characteristic that all good dads have – the desire to provide for and protect their children. Subaru’s message of “Love” is clearly communicated through this dad’s concern for his daughter’s safety on the road, and NFI is honored to recognize Subaru for celebrating dads in this way and providing vehicles that give dads peace of mind.”

The award will be presented to Subaru during an employee meeting at its Cherry Hill, NJ headquarters today. Warren will present the award to Takeshi Tachimori, chairman, president and ceo; and Thomas J. Doll, executive vice president and coo.

“We are very honored to receive a Fatherhood Award,” stated Subaru of America, Inc. executive vice president and coo Thomas J. Doll. “‘Baby Driver’ exemplifies the safety and confidence of Subaru products.”

Inaugurated in 1997, the Fatherhood Awards are presented each year to individuals, corporations, and organizations that make a substantial contribution to strengthening involved, responsible, and committed fatherhood in their work or personal lives. Past Fatherhood Award™ winners include luminaries such as Tony Dungy, Tim Russert, James Earl Jones, Dwyane Wade, Tim McGraw, and Tom Selleck, and corporations such as Google, Johnson & Johnson, AT&T, Chevrolet, and IBM. All past awardees can be viewed at

As the premier fatherhood renewal organization in the country, National Fatherhood Initiative (NFI) works in every sector and at every level of society to engage fathers in the lives of their children. NFI is the #1 provider of fatherhood resources in the nation. Since 2004, through FatherSOURCE, its national resource center, NFI has distributed over 5.8 million resources, and has trained over 11,500 practitioners from over 5,300 organizations on how to deliver programming to dads. NFI is also the most quoted authority on fatherhood in America. Since 2009, NFI has been mentioned in over 1,400 news stories, and makes regular appearances in national media to discuss the importance of involved, responsible, and committed fatherhood. Learn more at

Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of more than 600 dealers across the United States. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation. For additional information visit

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