Suzuki UK has released a new campaign – created by Iris – to celebrate how the brand and its cars stand out from everything else on the market.
The campaign playfully focuses on all of the wild and wacky reasons why Suzuki could be considered different.
A 30-second spot, directed by Olly Williams, dives into the tongue-in-cheek folklore around Suzuki with some fun and surreal visuals. “Fun is injected into everything [Suzuki] do”, so, naturally, the company whispers jokes to every screw. And that warm fuzzy feeling you get when driving a Suzuki car? That’s because grandmas are always on hand to knit the car’s cardigans.
Since Williams also dabbles in production design, 3D models of all the sets were created and then constructed for real to be shot in camera.
For instance, the opening “S” flap was created with the electronics of a toy truck, and a cardigan was knitted especially for a life-size Suzuki Vitara.
The 30-second film will run across TV and video-on-demand and be supported by a 60-second spot for TV and cinema later in July.
“The very nature of the idea, ‘Good different’, meant that we could only execute this idea in a way that breaks category convention, and let’s face it, the world doesn’t need another car advert driving through a city or a winding mountain road,” Ross Taylor, creative director at Iris, said.
“Needless to say, it was one of the most fun and creative projects to work on, the way it should be, every time.”
Alex Key, senior marketing communications manager at Suzuki, added: “At Suzuki, we’ve always been proud of our unconventional history.
“We love our new brand positioning as, for the first time, it’s enabled us to step up and own that feeling of being a little bit different, whilst pairing it with robust, research driven product claims designed to deliver disruptive reappraisal.
“We’re excited to take the brand in this new direction, and can’t wait for the work to be out there.”
This article was originally published in Campaign Magazine.