SUZUKI ILLUSTRATES LIVE LARGE, DRIVE SMALL APPROACH
New television advertising campaign touts advantages of right-sized products
BREA, Calif. – While recognized as a small-vehicle expert, American Suzuki Motor Corp. (ASMC) rolls out its new television advertising in a big way. The 2009 spots use both humor and inspiring visuals to artfully blend Suzuki’s activity-focused Way of Life! brand philosophy of living life to the fullest with the useful, real-world capabilities of its products and the surprising level of performance and features not traditionally found in smaller vehicles.
“With Suzuki’s popular lineup, which is headlined by small, fuel-efficient vehicles, we wanted to implement a communications campaign that also reflected the brand’s reputation as a company that builds fun-to-operate vehicles,� said Gene Brown, vice president of marketing. “We believe our 2009 national broadcast commercials show the practical benefits of a Suzuki while also having a great time along the way – providing proof of our commitment to producing vehicles designed for everyday active lifestyles characterized by fun as well as function.�
Developed in conjunction with Marina del Rey-based Siltanen & Partners, the four 30-second television spots highlight two of Suzuki’s signature lifestyle-oriented vehicles, including the popular SX4 and refreshed for 2009 Grand Vitara compact SUV.
“Tire�
“Tire� begins with a group of friends and a fun-loving dog driving in a SX4 Crossover.
The group arrives at a local tire shop and rummages through the scrap yard for the perfect inner tube. After not having much luck, the dog directs the group to discover the ideal tube.
The group departs the tire shop with the large tube secured to the top of the SX4 Crossover, cruising through the city and into the country. During the sequence, the voiceover introduces the SX4 Crossover and describes the vehicle’s excellent fuel efficiency, navigation system, available all-wheel drive and affordable price point.
The group arrives at its destination, a nearby river, for an afternoon of fun. With the inner tube rolling ahead, the group runs toward a cliff and jumps into the river. Concurrently, the voiceover declares, “Just because there’s a gas crisis, doesn’t mean there has to be a fun crisis.�
The dog scampers past the SX4 Crossover toward the cliff, stopping to peek over the edge with his mouth open and tongue hanging at the group playing in the river with the tube.
The voiceover finishes with, “The Suzuki SX4. Live Large. Drive Small. Suzuki�
Filmed in Vancouver, B.C.
“Night Club�
Opens with a group of friends walking out of a club and piling into the SX4 Sport.
The passenger in the front seat flips opens the SX4 Sport’s navigation unit and inputs the address of the group’s next destination.
The group drives through the city, as the voiceover highlights the features of the SX4 Sport, including a navigation system, roomy cabin, excellent fuel efficiency, horsepower and affordable price point.
As the group arrives at its destination, exits the vehicle and approaches the club, the voiceover follows the SX4 Sport’s list of appealing features with, “We can pretty much assure you’ll have a great time in it.�
The voiceover adds, “Once you’re out of it …� as the group walks into an empty club with a few patrons inside, “… you’re on your own.� The group quickly exits the dull and questionable nightclub and jumps back into the SX4 Sport in search of a more fun and upbeat location.
The voiceover finishes with, “The Suzuki SX4. Live Large. Drive Small. Suzuki�
Filmed in Vancouver, B.C.
“SX4 vs. Mini�
Opens with the SX4 Crossover and the Mini Cooper side-by-side.
The voiceover proclaims, “The Suzuki SX4 versus the Mini.�
With playful superhero-themed music in the background, the SX4 Crossover darts through the city with a custom red cape attached to the back of the vehicle and lightning bolt decals on the driver and front passenger door.
The voiceover describes how the SX4 Crossover not only measures up to – but is better than the Mini with 25 more horsepower, available all-wheel drive, America’s #1 Warranty and standard navigation for thousands of dollars less.
With the SX4 Crossover positioned on the roof of a building, cape flapping, the voiceover closes with the exclamation, “The Suzuki SX4. It’s mightier than the mini! Lightning bolt stickers and cape not included.�
Ends with slate of tagline, “Live Large. Drive Small.�
Filmed in Los Angeles.
“Big World�
Features rock band Switchfoot’s dynamic “Dare You to Move� song track during the visually captivating commercial.
Illustrates Suzuki’s activity-focused Way of Life! brand personality with breathtaking and awe-inspiring scenes of life enthusiasts mountain biking through rough terrain, snowboarding down a freshly groomed mountain and big wave surfing.
Transitions to various shots of Grand Vitara owners arriving at different activity-oriented destinations with their surfboards, snowboards, mountain bikes and kayaks.
As music reaches climax, the commercial flashes to several activities, including a Grand Vitara pulling a wakeboarder near the shoreline of a lake, surfers camping on the beach and mountain bikers celebrating at the summit.
The voiceover adds to the picturesque montage with, “To enjoy the big wide world, you no longer need a big wide SUV. The compact fuel-friendly Suzuki Grand Vitara 4X4.�
The voiceover finishes with, “The Suzuki SX4. Live Large. Drive Small. Suzuki�
Filmed in Bella Coola, Canada.
