“You have to have it!“ “The Never Ending Drive” and a range of ITV movies sponsorship idents show customers who are so happy with their first experience of the new car that they won’t let go. Suzuki is running a television advertising campaign in the UK centred around the concept, “Have to Have It”, following on from research showing that over half the people who test drive a Suzuki buy a Suzuki.
It’s all soundtracked by the very jaunty Tomorrow Will Be Like Today by former Beastie Boys associate Money Mark, aka Mark Ramos-Nishita. The track is from his acclaimed 1998 album Push the Button, which, disappointingly, is out of print in the UK. Unfortunately “Tomorrow Will Be Like Today” isn’t available to download.There is not much that can be said about this advertisement ,the first few words summarize it all.Any way, let’s not distract from what should be heralded as a damn good execution. Well done Suzuki, and everyone involved from The Red Brick Road.
Sales and Marketing Director of Suzuki, Dale Wyatt said: “The new campaign and identity that The Red Brick Road has developed will create a step-change for Suzuki’s business, we are really pleased to welcome the agency into the Suzuki family and look forward to developing public awareness of our brand even further.David Miller, Managing Director, The Red Brick Road said: “We’re incredibly excited about recharging Suzuki’s business. We’ve uncovered a compelling insight and have developed a powerful new brand campaign to communicate this across all media channels.”The silhouette of a hand in the adverts forms the basis of a totally new logo for all Suzuki’s print and digital communication and dramatises the creative idea that you’d be powerless to resist. The hand grabs the product name, or headlines in adverts, to show the desirability of the Suzuki range.
Encompassing all Suzuki models (Swift, Swift Sport, Alto, Splash, Grand Vitara, SX4, Kizashi and Jimny); the campaign signals the repositioning of the UK business and is Suzuki’s biggest investment in communications to date across all media channels. The first fully integrated campaign features an all-new TV advert, press & outdoor advertisements and online banners, along with refreshed brochures, Customer Relationship Marketing, website, social media, Point of Sale, Dealer marketing & aftercare and will run nationally throughout 2012.