Suzuki launches album of ‘Land Shanties’ to promote the Vitara via Deloitte Digital
Suzuki Australia and Deloitte Digital have released an album of ‘Land Shanties’ as a soundtrack to the Suzuki Vitara, brought to life by renowned sea shanty band, The Longest Johns. The seven-song concept album, about one man’s odyssey to buy almond milk for his sweetheart, is now available to stream on Apple Music, Spotify and at suzuki.com.au.
The fully integrated campaign, running across TV, social, radio and Suzuki.com.au has already driven unprecedented demand for Vitara test drives in Australia.
Launching this week, the full ‘Land Shanties’ album has already attracted over 50,000 streams across Spotify, Apple Music and YouTube.
Says Michael Pachota, general manager – automotive, Suzuki Australia: “The Vitara, the flagship of our fleet makes every trip an adventure, even if you’re just nipping down the shops. So, it made sense to bring that to life with an album of Land Shanties, along with a beautifully executed integrated campaign.
“While this is the soundtrack to your Vitara we’re hoping it has broader appeal, because we want to bring every driver the feeling of adventure you get in this magnificent car.”
Says Matt Lawson, chief creative officer, Deloitte Digital: “Sea Shanties made tough voyages at sea much more fun, so, imagine what they can do for fun voyages. We wanted to make a family-friendly album that helped make the advertising more fun, but also made the product more fun too.”
The ‘Land Shanties’ Album is designed to be played as a backdrop to all your belt-bucklin’ escapades, or if you’re just finding a park at the supermarket. In these times, with so many drives being, well, perhaps less adventurous than we’d all like, we wanted to take the opportunity to really romance the everyday and put some joy into those small moments.”
Stream the album on Spotify here.
Listen to the album on Apple Music here.
Book a Vitara test voyage here
Client: Suzuki Australia
Michael Pachota: General Manager, Automotive
Robert Rosengarten: Assistant Marketing Manager, Automotive
Daniel der Sammut: Digital Marketing Coordinator, Automotive
Creative Consultancy: Deloitte Digital
Partner: Adrian Mills
Chief Creative Officer/Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Designers: Daniel Galeano/Caitlin Demetriou
Group Account Director: Daniel Loukidis
Senior Producer: Marlese Sloan
Finished Artist: Mark Scano
Concept and lyrics: Matt Lawson and Charles Baylis.
Music and additional lyrics: The Longest Johns.
Production Company: Finch
Director: Christopher Nelius
Executive Producer: Corey Esse
DOP: Liam Gilmour
Editor: Tim Parrington
Colourist: Edel Rafferty
Online: Jamie Scott
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
43 Comments
this is so silly.
i love it.
wish i was allowed to have fun on the brands i work on.
Iconic. I wish I made this.
Agree with cabin boy. Bonkers. Fun.
I thought this was going to be a joke album but the songs are actually very good.
That is ridiculous. Listened to the album. It’s a proper album. Ridiculous. Impressive ridiculous.
Good fun, great platform.
Love this work… constantly brilliant. I hope it is working because it is a brilliant case study for creativity.
Very good. The term ‘Land Shanties’ is brilliant.
TikTok.
Bloody love this. A very noticeable bit of fun.
The work is not bad. You don’t need to comment on your own PR. Seriously.
Why a such a deliberate play on ‘hand shandy’? Lots of clever chuckles from all the lads involved I’m sure. But once head office catches on, I can’t see how this one will have a happy ending.
No one is thinking that. No one will think that. You may think that. It says more about you than anyone else.
I doubt you’d be able to find many people who know what a hand shandy is… I personally had to look it up.
But I think vast majority of people will have heard of ‘Sea Shanties’… and that Sea Shanties for the Land would appropriately be called Land Shanties.
Go and have a few hand shanties for yourself mate, sounds like that’s what’s on your mind.
Really? You had to look it up???
How old are you? Fifteen?
I’m 55 and never heard it before. Had to look it up….looks like it’s British slang. So, not something likely to jump to mind for Aussie audience.
Q: What do you get when you take Land Shanties to the Longest Johns? A: Almond milk!
Oh Matty, you’ve done it again.
I listened to the album because I didn’t think this could sustain seven songs, but each are good and they’ve really thought about each song. I have to admit that this is not just a clever name.
This work is corny
Have to agree Suzuki marketing team have created some of the most consistent work of the last few years. And should be applauded, and hopefully followed. I wish there were more Aussie campaigns like they ones they have been pumping out. Deloitte Digital too. Consistently good.
Having a client who trusts you enough to deploy not-so subtle innuendos is the dream. It’s fun work, and they’ve made Suzuki a brand you might pay attention to. It’s a challenger brand embodying their fun brand. Suzuki are doing everything right.
This is so fucking good.
I’ve never heard of that term and I count myself as one of the most crudely informed miscreants with several original terms published on Urban Dicktionary.
Yeah, we just heard the name “Longest Johns” and thought “Land Shanties. Almond milk. What a laugh!” And now you’re telling us it all sounds like some puerile word play?! Whoah.
Likewise… never heard the term. And don’t think anyone will think this is “a deliberate play” on it.
Can’t believe the low level of hand-shandilliteracy. Especially from adland wankers.
Agree. Creative people are supposed to have their ears to the ground, to be sponges for the vernacular. I lament the cultural illiteracy of the current generation who think they’re just sooooo cool. And not just advertising people. You’re embarrassing.
I don’t want to turn this into a generational battle my old chap, last weekend’s Evander Holyfield farce wasn’t much to behold. I am a fan of your work, however on this occasion I must politely say that you are misguided (or getting a tad punchy) old mate, because this campaign is a play on ‘Sea Shanties’, and has nothing to do with ones hands, nor dreams of the good old virile, non-ED days of yonder, when you may have lived up to the term ‘ad wanker’ more convincingly, which I’m convinced you’re not. Anyway. Onwards.
The self-administered hand shandies in the first batch of comments are walking the proverbial plank of ridiculousness. Pull yer necks in. Arrrrrrr.
This Kool-Aid is delicious!
Looks like a lot of people actually like it. If you don’t like it, that doesn’t mean others don’t too. It just means you don’t. Chill!
Why didn’t they just get the guy who did the Tiktok Wellerman version? The Wellerman was shown to the client I imagine, if they weren’t one of the billions of Tiktok users who saw his original viral and subsequent videos. I like the play on Sea Shanties.
Is this whole stream a spoof….’It’s a proper album’…like Jason Donovan is a ‘proper artist’…..like a ‘turd smells like proper picked juniper’…like this smells like a creative team who had a hand shandy whilst battle cruising (bruising for those who have to look up British slang – aka rhyming!) a Tiktok genius.
Dude drop the Hand shandy rubbish. No one gives a sh#t about your chav, tracksuit wearing, travellers slang. This is a play on Sea shanty mate. FFS!
This band did do the original Wellerman version.
Is Nathan Evans in the band then?
https://www.nbcnews.com/news/world/tiktok-star-behind-wellerman-sea-shanty-craze-quits-job-mailman-n1255426
is the most i’ve ever seen an agency comment on their own work.
I like the idea but thought it could’ve been executed much ore adventurously.
When the work is this good, the agency doesn’t need to load the comments section. Sea shanties are for the sea, therefore land shanties for the land makes complete sense. Never crossed my mind this was an innuendo of hand shandy, a term I thought was more well known than these comments imply. More great work from Deloitte and Suzuki. Very impressive partnership.
This Sunday a new tv campaign in NZ launched for Spark (think Telstra).
It’s all about shanties.
Sometimes the universe works weird ways.
This work is better, the NZ stuff is worthy and try hard.
This is also some of the most trolling seen by twits like you. If you can’t enjoy this campaign for what it is, you really shouldn’t be working in this business. I pity your clients and the advice you must be giving them. Keep it up Suzuki and Deloitte. This kind of numpty has no idea what they’re talking about.
That was one of the tamest comments on this thread and has rightly called out you and your colleagues for astroturfing your own work so shamelessly. Ironic that despite being called out for this you’re such a thin-skinned ‘twit’ yourself you feel the need to self-congratulate once again – yeah ‘Keep it up Suzuki and Deloitte’. (And really – ‘twits’? What are you – 80?)
A word of advice – don’t keep it up. Just let this mediocre heap of ship sink slowly into the depths of the CB blog. And instead of valiantly plugging away with your confected comments, dedicate your creative efforts to doing work we can all celebrate without you having to so blatantly push it along from the sidelines. The blog has spoken…it’s time for you to go.
People are not going to stream this. This is only conceivable to the client who bought it. The people who sold it, should know this, unless they are completely deluded.
Sorry if I’m being utterly dumb here, but what is the tie in between shanties and the car? Is it something to do with they handle like a boat?
Are you tossed (oo err) about as if on the high seas whilst driving?
Sorry, I’m sure the connection’s there, but what is the relevance that makes this quite entertaining idea an ad with any commercial value?
I look forward to being slammed.