Scottish postal worker, Nathan Evans, began the weirdest craze of 2021 when he released his version of sea shanty, Wellerman, in January. Now a sea shanty has even made its way into advertising in Australia.
Suzuki Australia and Deloitte Digital have released an album of Land Shanties as a soundtrack to the Suzuki Vitara, brought to life by sea shanty band, The Longest Johns. The seven-song concept album, about one man’s odyssey to buy almond milk for his sweetheart (although secretly he really just wanted a drive in his car), is now available to stream on Apple Music, Spotify and at suzuki.com.au.
There is also a TVC:
And the full campaign is running across TV, social, radio. Suzuki reports that Suzuki.com.au has already driven unprecedented demand for Vitara test drives in Australia and the full Land Shanties album attracted more than 50,000 streams across Spotify, Apple Music and YouTube in its first week.
Michael Pachota, general manager – automotive, Suzuki Australia, stated, “The Vitara, the flagship of our fleet makes every trip an adventure, even if you’re just nipping down the shops. So, it made sense to bring that to life with an album of Land Shanties, along with a beautifully executed integrated campaign. While this is the soundtrack to your Vitara we’re hoping it has broader appeal, because we want to bring every driver the feeling of adventure you get in this magnificent car.”
Matt Lawson, chief creative officer, Deloitte Digital, commented, “Sea Shanties made tough voyages at sea much more fun, so, imagine what they can do for fun voyages. We wanted to make a family-friendly album that helped make the advertising more fun, but also made the product more fun too. The Land Shanties album is designed to be played as a backdrop to all your belt-bucklin’ escapades, or if you’re just finding a park at the supermarket. In these times, with so many drives being, well, perhaps less adventurous than we’d all like, we wanted to take the opportunity to really romance the everyday and put some joy into those small moments.”
Stream the album on Spotify here. Listen to the album on Apple Music here.
Credits:
Client: Suzuki Australia
General Manager, Automotive: Michael Pachota
Assistant Marketing Manager, Automotive: Robert Rosengarten
Digital Marketing Coordinator, Automotive: Daniel der Sammut
Creative Consultancy: Deloitte Digital
Partner: Adrian Mills
Chief Creative Officer/Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Designers: Daniel Galeano & Caitlin Demetriou
Group Account Director: Daniel Loukidis
Senior Producer: Marlese Sloan
Finished Artist: Mark Scano
Concept and lyrics: Matt Lawson & Charles Baylis
Music and additional lyrics: The Longest Johns
Production Company: Finch
Director: Christopher Nelius
Executive Producer: Corey Esse
DOP: Liam Gilmour
Editor: Tim Parrington
Colourist: Edel Rafferty
Online: Jamie Scott
Sound House: Squeak E. Clean Studios
Executive Producer: Ceri Davies
Sound Engineer: Dee Gjedsted
Media: Noisy Beast
