Suzuki is taking a novel approach to the launch campaign for its Suzuki Swift brand, with the first work through TMW actually hiding the model instead of hailing it.
Building upon the brand’s “Good Different” platform, the work focuses on the idea that the Suzuki Swift is the “best secret on the road”.
It promotes the fact that only a small number of drivers own one, and those who do would rather keep it that way by highlighting the lengths Swift owners will go to keep the model under wraps.
The activity will run across TV, digital, OOH, social and radio.
The TV spot features a variety of owners hiding their cars from anyone who may see and want one for themselves. We see a woman covering her Swift in autumn leaves, another turning off a streetlight to keep it in the dark, and a man parking his behind a perfectly trimmed hedge in the shape of a Swift.
The press and OOH executions present Swift owners as taking matters into their own hands, with the car appearing to have been torn out of press ads or graffitied over on billboards. On radio and social, the owners do their best to sabotage the ads, showing only pictures on radio, or reversing the car out of frame.
In addition to handling advertising creative, TMW is also responsible for CRM. Its in-house production team, Move Studio, produced the campaign in collaboration with Stink Films and Traktor.
Media buying and strategy was handled by the7stars for TV, radio and OOH, and Jellyfish for digital and social.
This marks TMW’s first campaign following its appointment after a competitive pitch earlier this year. As Suzuki’s flagship model, the Swift plays a key role in driving the perception of the overall brand.
Suzuki general manager of marketing Alex Key said: “We knew from the start that we didn’t want another car ad that was just a drive through a city or sweeping down a mountain. We knew we had to do something different to stand out.
“We brought in TMW to help us create a challenger campaign that is Good Different, just like our cars. Putting our current and future owners at the heart of our ad, we decided to build some intrigue and be the first car brand to hide the cars rather than flaunt them.”
TMW chief creative officer Graeme Noble added: “Just as nobody wants their favourite pub to be taken over by hordes of TikTokers, owners of the Swift are happy for their cars to remain the best kept secret on the road.
“There’s power in mystery, and that’s a lever that’s rarely been pulled in this market. We tried to have a bit of a fun with this, and find different ways to execute the concept across every channel. Happily, we think the ads match the car – good, and different.”
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