Suzuki redefines success in latest brand campaign via Deloitte Digital
In Suzuki’s latest brand campaign via Deloitte Digital, the automotive company is searching for Australia’s most successful people under a new definition for the word – “Success is graded on a curve, that’s on your face”.
Says Michael Pachota, general manager of Suzuki Australia: “In a market that often frames and measures success by social status, job titles or how many houses you own, we thought it was important to let Australians know what we think success looks like, which turns out to be people dancing in matching outfits.
”By creating TikTok Australia’s first ever ‘car giveaway hashtag challenge’, the brand is asking Australians to share their success stories online to land the ‘Most Successful Person in Australia’ a brand-new Suzuki Jimny.
Says Robert Rosengarten, assistant marketing manager, Suzuki Australia: “People are posting success stories all the time. We thought we’d support that, because if you’re living life for fun’s sake, you should be driving a Suzuki.”
Says Matt Lawson, chief creative officer of Deloitte Digital: “There are many top tier car brands that market only to the very successful. We thought we’d join them, but first, change what success means. Indeed, Suzukis are designed only for the most successful people in Australia.”
The latest iteration of the For Fun’s Sake brand platform will roll out through a fully integrated campaign across broadcast TV, social media channels, digital display, point of sale, and Suzuki.com.au.
Client: Suzuki Australia
General Manager, Automotive: Michael Pachota
Assistant Marketing Manager, Automotive: Robert Rosengarten
Digital Marketing Coordinator, Automotive: Daniel Sammut
Creative Consultancy: Deloitte Digital
Partner: Adrian Mills
Chief Creative Officer/Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Designer: Caitlin Demetriou
Copywriter: Talia Stone
Group Account Director: Daniel Loukidis
Account Manager: Ellie Young
Senior Producer: Marlese Sloan
Finished Artist: Mark Scano
Director: Sarah Adamson
Executive Producer: Oliver Lawrance
Producer: Tom Slater
Stills Producer: Belinda Blooman
Cinematographer: Campbell Brown
Production Designer: Karla Milat
Wardrobe: Peter Simon Philips
Casting: Sarah McGrath / Byrne Casting
Editor: Joe Morris
Post Production: White Chocolate
Colourist: Andrew Clarkson
Sound: Sonar Music
Media: Noisy Beast
Group Media Director: Ben Lynch
Media Account Manager: Josh Sharpe
Best car ads in Australia.
refreshing and weird enough to not just be another lifestyle thing. great casting and performances. never heard of this director. great job all round. well done suzuki for continuing to break the car ad mold.
The cars for idiots.
I enjoyed that.
Taking a leaf out of Kathmandu’s book.
What C-Diddy said.
Something about these is slightly off. Still fun. But not as clever as the previous work.
Yeah. Successful idiots. What a life!
‘Anything goes’ Toyota RAV4 montage from 6 years ago.
Silly, but could be more obvious silliness. The best thing about Suzuki’s work is the line. Could be linked more strongly to the preceding 28 seconds.
These are some very silly idiots, love it
What’s with the old guy? Random and refreshing. Sarah did those Kathmandu campaigns too I think. Or at least the stills part. She’s a good one. Glad to see her finding success directing too
I love these new Kathmandu ads
Killer insight as always.
wait until they find out millennials don’t have any money
So contrived they work against the idea of fun.
Nice spots, aided and abetted by a car company who has a clear idea of who their cars are targeted at and why their customers buy them.
Bravo for avoiding the cliches of young blonde females driving hatchbacks, fun loving 30-year old men driving utes and families driving in SUVs.
Cool ripoff. The kids with ripped jeans will love it.
Well done. Redefining ‘success’ is a solid platform and this is good craft. I really friggin like it.
‘Anything Goes’ meets ‘We’re out there’. Pity, cause I usually like Suzuki ads.
I like ‘The Motorbike of Cars’ and ‘Jimny Skates’ more, but still nice work.
only low iq dummies buy our cars? i came looking for where this ad came from because its so moronic. it makes me not want to go near the brand because id be embarrassed driving anything that is represented by this ad.