Ad of the Day: Suzuki’s quirky spot eschews category clichés
A quirky new campaign from Suzuki celebrates everything that makes the brand ‘good different’.
The spot brings to life some tongue-in-cheek folklore around the brand to position it as a fun and friendly outlier, from a choir creating the sound of the car horn and whispering jokes to screws, to grandmas knitting car cardigans to create the warm fuzzy feeling you get when driving.
“The very nature of the idea, ‘Good Different‘, meant that we could only execute this idea in a way that breaks category convention and, let‘s face it, the world doesn’t need another car advert driving through a city or a winding mountain road,” said Ross Taylor, creative director at Iris, the ad agency behind the work.
Olly Williams directed the film, creating 3D models of all of the sets that were then constructed for real to be shot in camera. The opening ‘S’ flap was created with the electronics of a toy truck while the hand-knitted cardigan was really made for a life-size Suzuki Vitara.
Alex Key, senior marketing communications manager at Suzuki, added: “At Suzuki, we‘ve always been proud of our unconventional history; we love our new brand positioning as, for the first time, it has enabled us to step up and own that feeling of being a little bit different, while pairing it with robust, research-driven product claims designed to deliver disruptive reappraisal. We’re excited to take the brand in this new direction and can’t wait for the work to be out there.”
The 30-second edit will run across TV and VOD and will be supported by a 60-second TV and cinema film later in July.
Media planning has been handled by The7Stars.