Suzuki showcases the “motorbike of cars” in latest brand campaign via Deloitte Digital
The latest brand campaign from Suzuki’s For Fun’s Sake platform via Deloitte Digital, demonstrates that a Suzuki is the most fun you can have on any number of wheels.
Says Charles Baylis, executive creative director, Deloitte Digital: “When it comes to having fun on the road, we realised the only thing that comes close to a Suzuki, is a motorbike. And even then, it’s only half as fun. Mathematically speaking.”
The advert comes as Suzuki continues to lead Australian light vehicle segment sales, reporting a 30% increase in total vehicle sales year-on-year.
Says Michael Pachota, general manager, Suzuki Automobiles: “The least fun thing you can do is to repeat yourself, so it’s great that we have a brand platform that really lets us change things up and keep our creative fresh, because the least fun thing you can do is to repeat yourself.”
The campaign will roll out across OOH, social, radio and digital.
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: Sedona Productions
Director: Matt Murphy
Line Producer: Jackie Adler
DOP: Danny Ruhlman
MD / EP: Kim Wildenburg
Edit: The Editors
Editor: Bernard Garry
GM: Jennie McCartney
VFX: Fin Design + Effects
VFX Supervisors: Justin Bromley & Stuart White
Flame Artist: Alex Pattinson
Music & Sound House: Squeak E. Clean Studios
EP: Ceri Davies
Producer: Alice Vanderwey
Sound Engineer: Dee Gjedsted
ECP: Karla Henwood
Composer: Scott Langley
Media: Noisy Beast
Ben Lynch – Group Media Director
Ashleigh Budgen – Media Account Director
James Franklin – Campaign Manager
47 Comments
All the suzuki stuff to come out at the moment is legendary – each car model is being treated to it’s own brand platform https://www.youtube.com/watch?v=q3uAKGVaoWo
This latest ad made me proper cackle. Well done to all involved.
Looks like a cheap toy car – is that the idea? The home brand disposable car brand?
Bit of simple fun. Not over-thought or over-planned. Great VO.
A car ad that I actually paid attention to.
This is awesome guys. Loving all the Suzuki work.
Really love this. VO feels too try hard and maybe unnecessary though.
It’s a shame that this spot gives the twist away in the first frames. Might have been more unexpected to have seen the biker/face first and then do reveal.
lol awesome.
@give away it doesn’t give away the twist. It creates intrigue and makes you pay attention from beginning. The VO then reveals why we’re seeing this odd visual. I dig it.
When you only have half a second to grab someone in the feed before they scroll on by, you kinda need to give it away in the first frame.
This is a great idea.
but I agree with @give away
and I wish it was shot a bit better, because its a really good thought.
Brilliant.
A great idea nicely executed. Well done to all involved.
Amazing insight and idea terrible execution what’s gone wrong eith production lately??
I absolutely love this. Too bad it’s for a Suzuki, but what a great idea.
Love this. Congrats to all involved.
Excellent stuff again from Mr Baylis and friends
Love it.
If you’re not jealous of this ad, you don’t exist! I watched it 10 times already. Advertising and positioning at its finest. Kudos to everyone involved.
Loved it
Didn’t Mark Toia already do this a few years ago?
I bloody love this, despite hating my 1996 Suzuki Sierra which was geniunely less reliable than my meth smoking sister in-law.
True story. Despite this utterly irrelevant history, I’d like to see more ads like this please. Nice one.
Fan-bloody-tastic.
According to Vfacts Suzuki was down last month 5.8%.and YOY up 11%.
Your monthly trend line is pointing downwards. Unless you’re talking about sales of toy cars which sadly you’ve positioned the Suzuki brand as.
Great visual, but the footage doesn’t do justice to the idea.
And the more you watch it, the more the footage becomes a problem.
I think it’d work much better as a 15 sec.
But credit to the team for a great idea.
I think they’re referring to the light vehicle segment. Not all sales.
Would’ve preferred the reveal too but good on them for getting something different across. Different and unexpected in cars is hard
@@not true
Good point. Noted.
But the inference is theyre going gang busters. They are not. They are in danger of having so much fun with the brand that it backfires like a bad exhaust.
Haha sure it is. I guess the inference is what ever you wanna do with the facts they’ve asserted.
So great to see an agency having fun with their work 👏
Possibly the greatest car ad if all time.
Let’s see if they can get one like this past the client.
It seems they’ll buy anything.
https://youtu.be/6iGefoBffLo
Since when has the truth got in the way of a good case study?
Eventually, this client is going to realise they have made more ads than cars they have sold.
Possibly they’ll come to this realisation by the Deloitte bookkeepers who will suggest using the consultancy to restructure the product team to start literally producing toys?
Now that would make for a case study!
Hi VFACTS and Not True.
Just to clarify:
1. The uplift quoted is a measure o sales and orders which are at the stated YOY level. You don’t have access to these numbers though.
2. You have access to VFACTS which a measure of registrations and deliveries. The reality is there are lots of people waiting for Suzuki’s to be delivered and then registered.
3. Demand for quite a few Suziki models now exceeds the amount stock available in the Australian market. But VFACTs doesn’t tell you that.
4. That toy car joke didn’t work the first time.
Fucking trolls.
This is utter rubbish
Orders can be cancelled. Demand exceeds stock. But still doesn’t equal sales. Just the Vfacts, man
Instant cut through when I saw it the other night. Love it. Love all the Suzuki ads. The brand platform is fucking genius and the rollout of it is just as good. Client and agency should be proud – most original and entertaining thinking in this space for a bloody long time.
Love this
Does shitting on work make you a better suit / planner / creative / client / competitor?
Asking for a friend.
A quick Google search will show that pretty much every major car brand has demand exceeding supply due to the number of people buying new cars in order to holiday in Australia and avoid public transport during the pandemic.
You just can win on here.
Do a ‘creative’ ad with a solid idea and you get trolled for it not being ‘effective’.
Not that you would know.
Do an ‘effective’ ad and you get trolled for being not ‘creative’ enough.
Do a ‘creative’, ‘effective’ ad and it’s a shit brand.
And then, all of a sudden you are fucking experts on the economic outcomes of COVID on cars, tourism and everything else.
I am with @TK.
Well done DD.
Nice idea but bad execution…
Shitting on work = insights for suits/clients/planners/creatives nowadays.
Does it make you and the inexperienced people around you think that you’re good at your job? yes.
It’s easy to sound smart and informed when you have no real work to show for yourself.
Just wondering if you’re agreeing or not. You sound super experienced, smart and informed with a lot of work to show for yourself. I think shitting on other people’s work shows a complete lack of experience, but what would I know. And what would you know about me?
Yes I was agreeing with you.
How did this get past regulators? You’re not allowed to ride on top of a vehicle, not allowed to operate “toy” electric cars on main roads, and so on. Auto advertising seems one of the most heavily regulated, how is this allowed? Is there a satire clause or something?
Not shitting on the idea at all or hating it, just pointing out that all car sales are through the roof right now. Calm down.
When it’s clearly fantastical and not literal then generally you’re okay with auto regulators.
But depends on whether anyone in the community complains. Which they do.