Suzuki creates Sashbelts to celebrate the genius of its drivers in new campaign via Deloitte Digital
In Deloitte Digital’s latest campaign from the For Fun’s Sake platform, Suzuki is championing the great value offered by its range by honouring the clear intellect of owners and drivers for making such a smart decision.
And a free “sashbelt” – a sash that attaches to the seat belt of the car – will be available with all new Suzukis across the range.
Says Michael Pachota, general manager, Suzuki: “Suzuki drivers are some of the smartest on the road, simply due to the fact that they have chosen to be Suzuki drivers. We wanted to reward their decision, beyond the great value, and make every ride a parade for their brilliance.”
Says Matt Lawson, chief creative officer, Deloitte Digital: “At this time of year most car brands are doing a sale, yet, Suzuki are always great value. So, if you’re in the market, and don’t consider Suzuki, then you’re a fool. And should be looked down upon by the intellectual elite; Suzuki drivers.”
The campaign launches with a TVC and roll out through radio, social, point of sale and online.
Client: Suzuki Australia
Michael Pachota: General Manager, Automotive
Robert Rosengarten: Assistant Marketing Assistant Manager, Automotive
Daniel Sammut: Digital Marketing Coordinator, Automotive
Creative Consultancy: Deloitte Digital
Partner: Adrian Mills
Chief Creative Officer/Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Designer: Kyle Lotherington
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng
Senior Producer: Marlese Sloan
Finished Artist: Mark Scano
Production Company: Airbag
Director: Christopher Hill
Executive Producer: Martin Box
DOP: Ed Goldner
Editor: Mark Bennett
Colourist: Edel Rafferty
Online: Chris Reynolds
Sound House: Squeak E. Clean Studios
EP: Ceri Davies
Sound Engineer: Dee Gjedsted
Media: Noisy Beast
Ben Lynch – Group Media Director
Josh Sharpe – Media Account Manager
22 Comments
Brilliant idea. Lovely script and VO too.
Firstly, I like this a lot. Although I find that with most of the Suzuki work, the ideas are quite weak, but saved by really interesting executions – a tone that Suzuki now owns. A tone other brands won’t go near.
Featbelts
Genius idea. Genius execution. Well done.
Stupid
made me laugh and stopped in my tracks becausre of great soundtrack and VO .quirky IS interesting Suzuki.
I don’t think I’d ever buy a Suzuki car. A motorbike maybe but when it comes to cars they’ve positioned themselves as a bit too cheap and throw away, and don’t take themselves or their cars too seriously. Not what I want from a car brand. I’d probably look at a Kia.
If you a talented ECD, you’d have a Bentley or an Aston.
This has got Matty Lawson all over it. Love it.
These ads have brought fun back in to the category and now everyone is doing it… bloody love it!
Not bad, not bad, not bad. Fun simple idea, polished and concise execution.
It seems the people commenting on CB have let their standards slip even lower of late. This is a weak idea executed terribly. A big drop off from previous Suzuki work.
Standards in all australian advertising have slipped, even the scripts you write. So hard to compare.
I don’t think this is great, and wouldn’t compare it to a Suzuki brand ad or the likes, but it’s a simple absurd idea probably executed as well as it can with the budget of a small retail ad. Because that’s what it is, a retail ad.
I’d also say that weak ideas are really never executed well? Can’t make something great starting from a ‘weak idea’ can you? Advertising is all about the idea. Go back and consult the oracle as to how the industry works.
Funny.
This campaign has by and large been ok for some of the Suzuki nameplates. The products. But this will irreparably damage the Suzuki brand which it has managed to position as cheap, toy like and unreliable. All brands are on a journey of premiumisation. that’s why Kia and Hyundai are not the cheap and cheerful cars they once were. Suzuki. Your agency has had fun at the expense of your very valuable brand. Pull the plug on this. And get an agency who knows how to sell cars.
Solid pitch mate.
Wholly agree.
Holy Geezus you sound like fun.
What’s your number, maybe we can hang out some time and whinge about the vaccine rollout.
Yup. The client has a clear grasp of where Suzuki sits on the car brand ladder and has embraced the platform of fun. They also have a great sense of humour and trust the agency to do their job. And they are doing it bloody well. Good job you consultant based advertising people.
@brand damage
I am actually great fun and have an opinion. I’m sorry it conflicts with yours. Not that you offered one. This is fun advertising at the expense of the brand. Hey it happens. And this is one of those. Like Bloody Volvo driver. Sometimes you can get too cute.
You sound like a wet blanket, that couldn’t convince a fish stranded in the desert to give you a hug.
Irreparable damage? Saying KIA and Hyundai are brands people aspire to have now cause they’ve premiumised themselves?
Delete your internet.
A Grand Vitara, when they were still quite decent offroad. It was actually okay, except that it drank petrol, ate brake pads, the service department was terrible, and the resale was straight out of Satan’s bottom.
I like the advertising, but in my mind the brand doesn’t really know what it is. Kinda like Mitsubishi. Interesting individual models like the Jimny, but a bit pointless otherwise.