The Suzuki Swift is being launched as ‘the best kept secret on the road’, thanks to a fully integrated campaign from TMW Unlimited.
The campaign is the creative agency’s first for the auto company following its appointment earlier this year, and builds on its existing ‘Good Different’ platform.
Setting itself apart from other car adverts, Suzuki is looking to stand out by tapping into the idea
that only a small number of drivers own a Swift – and those who do would rather keep it that way.
Running across TV, digital, OOH, social and radio, the work highlights the lengths Swift owners will go to keep the model’s brilliance under wraps.
The TV spot features a variety of proud-but-secretive owners going to great lengths to hide their cars from others, with one woman covering her Swift in autumn leaves and another turning off a streetlight to keep everyone in the dark.
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“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,” said Suzuki general manager (marketing), Alex Key.
“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.”
Continuing the theme of positioning the Swift as the ‘best secret on the road’, press and OOH executions show owners apparently taking matters into their own hands, with creative which looks as though the ads have been deliberately defaced.
It’s a similar story across radio and social, where owners continue to do their best to sabotage the ads.
TMW CCO 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.”
TMW’s 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.
