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OVERALL INDUSTRY HIGHLIGHTS
Safety and humor are the overarching themes propelling these top performing ads during September. Subaru finds success using a humorous storyline as the primary means to deliver its message of quality and longevity. Humor is effective when it’s used to deliver relevant information. Within the Luxury segment, Infiniti utilizes a combination of safety and innovation themes, along with real-life vehicle demonstrations, to convey its message in an impactful way. Phoenix research has shown that as of late, Infiniti and Mercedes have achieved success using this combination of safety & vehicle demonstrations in their TV communications.