A car commercial here, a car commercial there, a car commercial everywhere. It’s end of year plate clearance time. And standing out in a shouting crowd is never easy.

Suzuki’s commercial by Deloitte Digital. doesn’t shout. In fact, it has an understated humour with its overview of the year that was. The campaign fits into Suzuki’s For Fun’s Sake platform and is running through December and January in out-of-home, online and radio executions. 

Daniel Mercuri, national marketing manager – automotive, Suzuki, explained, “Across the auto category, there’s no more cluttered period than the end (or) start of the new year. In order to stand-out in a market where our competitors’ share of voice is often 4 to 1, we’ve created something that cuts-through but more importantly, engages our audience. Working closely with Deloitte Digital, we’ve built a Plate Clearance campaign that not only ladders back up to our For Fun’s Sake brand platform, but also connects with buyers on a retail level.”

Matt Lawson, chief creative officer, Deloitte Digital, added, “Suzuki sees the world differently to other car brands. These 2019 Suzukis aren’t old stock, they’re a chance to drive a piece of 2019 forever (such is the quality of a Suzuki). To be honest, they should be charging more for them! But they’re not, as they do also see this a chance to get rid of old stock.”

Credits:  

Creative Consultancy: Deloitte Digital
Chief Creative Officer & Partner: Matt Lawson
Creative Brand & Advertising Partner: Adrian Mills
Executive Creative Director: Charles Baylis

Creative Director: Gustavo Vampre
Copywriter: Britton Upchurch
Art Director: Kyle Lotherington
Head of Integrated Production: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng

Production Companies: Assembly & Sedona
Director: Jonny Kofoed
Animator: Matt Wilson
FX: Elliot Stronge
Animator: Ben Buchanan
Comp Assistant: Leo Zarpelon
Executive Producer: Kim Wildenburg
Producer: Helen Naulls

Sound Studio: Risk Sound
Sound Design: Dee Gjedsted
Producers: Brodie Mattner & Kate Gibson

Client: Suzuki Australia
General Manager, Automotive: Michael Pachota
National Marketing Manager – Automotive: Daniel Mercuri
Assistant Marketing Manager – Automotive: Handsome Robert Rosengarten