Description
Announced today, Suzuki has unveiled its integrated campaign for the new Suzuki Swift.
Created by integrated creative agency TMW, the campaign builds upon the brand’s Good Different platform. Whilst other automotive ads have become increasingly formulaic, Suzuki and TMW have built a campaign that stands out from the sea of sameness, with a fun and audacious creative idea that hides the product instead of heroing it.
Running across TV, digital, OOH, social and radio, the work focusses on the idea that the Suzuki Swift is the ‘best secret on the road’. Only a small number of drivers own one, and those who do would rather keep it that way.
Just as there’s magic in being in the know about a fantastic local restaurant, Swift drivers are happy to enjoy their little secret; a small car, packed with style, tech and spec as standard. But Good Different isn’t different at all if everyone has one, so the creative highlights the lengths Swift owners will go to keep the model’s brilliance under wraps.
The TVC features a variety of proud owners hiding their beloved 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 above-the-line 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.
This professional campaign titled 'Best Kept Secret on the Road' was published in United Kingdom in August, 2024. It was created for the brand: Suzuki, by ad agency: TMW. This Integrated medium campaign is related to the Automotive industry and contains 3 media assets. It was submitted about 1 month ago.
Credits
Title/Project: "The Best Kept Secret on the Road"
Agency: TMW
Agency Contact: Erris de Stacpoole
Client Name & Job Titles: Alex Key: General Manager – Marketing, Jodie Brooke: Senior Brand Communications Manager, Carys Stovin: Brand & Digital Communications Executive
Chief Creative Officer: Graeme Noble
Creative Director: Mark Urey
Associate Creative Director Team: Neil Matthews & Stuart Woodall
Planner/CSU Director: Phoebe Rodgers, Dan Bowers
Account Team: Karen Morris, Struan Bourquin, Sophie Maher, Lucy Bence, Emma Jacob, Sophie Finch, Sam Pickett
Project Manager: Becky Yates
Design: Nick Raven, Joe Cottam, Ivan Langham, Victoria Henderson, Lucy Yong
Studio: Liz Hickson, Amy Henderson
Head of Production: Millie Graham-Campbell
Senior Agency Producer: Stelios Theocharous
Production Company: Stink Films
Director: Traktor
1st AD: Ed Bellamy
Executive Producer / Managing Director: Andrew Levene
Producer: Ben Roberts
Production Manager: Kelly Brown
DOP: Franz Lustig
Production Designer: Nicholas Foley-Oates
Costume: Michelle May
Locations: Mark O’Hanlon
Post-Production (edit): Final Cut
Editor: Ryan Beck
Assistant Editor: Hannah Burger
Senior Edit Producer: Nikki Porter
Post-Production (VFX): Framestore
VFX Creative Director: Kamen Markov
VFX Shoot Supervisor: Murray Butler
VFX Supervisor: Luigi Russo
VFX Producer: Ben Stell
VFX Production Assistant: Jamie Scott
Compositing: Benjamin Lilley, Guy Lubin, Aitor Echeveste, Simon Stoney, Maxwell Lane
VFX Editor: Humberto Reynaga
Digital Matte Painters: Chelsea Aston and Ivo Horvat
FX TD: Jason Daoud
VFX Asset Lead: Billy Butler
CG Lighting: Antoine Barbannaud
Layout Artist: Oliver Cordwell
Post-Production (Colour): Company 3
Colourists: Jean-Clément Soret and Matthieu Toullet
Colour Assistants: Santino Napolitano, Jack Kennedy, Karl Pasamonte
Senior Producer - Colour: Edwin Elkington
Executive Producer – Colour: Ellora Soret
Post-Production (audio): Factory
Sound Design and Mix: Josh Campbell
Audio Producer: Ciara Wakley
Photographer: Alex Howe
Photographer’s Assistants: Drew Deas and Thomas Sedgewick Price
Retoucher: Russell Day (Daybreak Creative)
BTS & Cutdowns: Move Studio (TMW Unlimited)
BTS Videographer and Editor: Thomas Rees Kaye
Editor - Cutdowns: Thomas Rees Kaye and Julia Olsson
Media Channels: TV, Radio, OOH, Press
