Suzuki reframes the road in new ‘Mindframe’ brand campaign via Deloitte Digital


In the latest campaign from the For Fun’s Sake brand platform via Deloitte Digital, Suzuki has announced that it is in fact a state of mind…as well as being very much a car.


The campaign, which launches with a 30 second brand film, celebrates the unique “Mindframe” of Suzuki’s customers.

Says Michael Pachota, general manager, Suzuki: “If you own a Suzuki you’ll know that it’s not just a car, it’s a mentality and a unique way of seeing the world. And because it’s also a car, it’s also a great way of actually seeing the world, with incredible mileage.”

Says Matt Lawson, chief creative officer, Deloitte Digital: “Sadly, there are a lot of Suzuki drivers out there who aren’t yet driving Suzuki’s. So, we hope this speaks to them. We want them to know, that like them, the only thing we take seriously is a penchant for incredible quality, excellent value automobiles.”

The campaign also includes an online “driver’s test” to identify and recruit drivers who have the Suzuki Mindframe and will also roll out through social and radio.

Client: Suzuki Australia
Michael Pachota: General Manager, Automotive
Robert Rosengarten: Assistant Marketing Manager – Automotive
Daniel Sammut: Digital Marketing Coordinator – Automotive

Creative Consultancy: Deloitte Digital
Creative Brand & Advertising Partner: Adrian Mills
Chief Creative Officer & Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Social: Aaron Bethune & Kyle Lotherington
Finished Art: Mark Scano
TV Producer: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng

Production Company: Airbag
Director: Patrik Bergh
EP: Martin Box
Producer: Matt Reeder
Casting: Stevie Ray
DOP: Hugh Miller
Editor: Charles Ivory
VFX: Airbag
Post: White Chocolate

Sound Studio: RISK
Sound Engineer: Dee Gjedsted
Sound Producers: Kate Gibson & Sally McManus