Can’t quite think of the name of the bird that pecks on trees in search of food? Subaru’s new campaign promoting its 2013 Outback says, “Maybe you should get out more.”

Subaru’s promoting its new 2013 Outback by showing creative of birds without their proper names, as well as endangered humans such as the “purple-breasted hiker” and urging those who don’t recognize the species to get outside, preferably with its new rugged outdoor vehicle.

The auto brand has placed the ads on city streets in the form of wild postings in Toronto and Vancouver, as well as in newspapers, magazines and on websites with media handled by OMD and creative by DDB Toronto.

“We wanted to focus on urban environments because this is where people frequently get caught up in their daily hectic lives and forget to enjoy the outdoors,”  Tyler Gain, strategy supervisor, OMD, tells MiC. “The wild postings made sense because they allowed us to speak to the target when it was most relevant, when they were on the move doing their daily routines.”

Sarah Thornley, senior account executive, DDB Canada says the campaign includes ads in magazines like Outdoor Canada, Cottage Life and Ski Canada to reach the car co’s target demo of 35- to 55-year-olds with an average income of $75,000. She adds the magazines will carry the campaign through to the end of the year, and print ads will also appear in the Globe and Mail and Toronto Star.