Automaker Suzuki Australia has launched a campaign for its first electric vehicle, the e VITARA, introducing the platform “Good Clean Dirty Fun” developed by ATime&Place. The rollout includes television, out-of-home, radio, social, digital, and activations.
According to the release, the campaign positions the e VITARA around driving enjoyment rather than the environmental messaging and range concerns commonly associated with electric vehicles.
“The release of the e VITARA is a big moment. Because, with the first EV that you can actually have fun in, it’s not that Suzuki are about to get their first electric vehicle. Electric vehicles are about to get their first Suzuki,” said Daniel Sammut, Acting National Marketing Manager, Suzuki Australia.
“Suzuki aren’t late to the party. They are the party. Most EV advertising sells quiet, calm, and being at one with nature, we tried to have a little more fun, and throw a little mud, like you can do in the new e VITARA,” said ATime&Place Chief Creative Officer Matt Lawson.
According to the release, the campaign launches as interest in electric vehicle ownership has increased following oil shocks.
Sammut says it’s an exciting development for Suzuki and added, “Suzuki’s have always been electric in nature. We want EV fans and sceptics alike to get excited about an electric SUV that you can actually drive in nature, and can actually have fun in. Good, clean, dirty fun.”
Credits
Client: Suzuki Australia
General Manager, Automotive: Michael Pachota
National Marketing Manager: Daniel Sammut
Product Planning & Training Manager: Aitezaz Khan
PR & Events Coordinator: Aria Agostino
Digital Sales Coordinator: Ashley Lay
Creative Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Copywriter: Andy Matthews
Senior Designer: Caity Moloney
Head of Broadcast: Marlese Byfield
Head of AI Studio: Rob Weir
Finished Artist: Mark Scano
CEO: Adrian Mills
Strategy Director: Sally Denniston
Group Account Director: Daniel Loukidis
Senior Account Manager: Jaya Abela
Account Executive: Sari Neal
Production Company: Qube Productions
Executive Producer: Emma Scott
Line Producer: Paul Kingston
Director: Chris Benny
Stills Photographer: Dan Da Silva
Stills Retoucher: Qube Productions
Post Production: Qube Productions
Editor: Dave Molland
Colourist: Dan Da Silva
Sound Studio: Squeak E Clean
Sound Engineer: Dee Gjedsted
Sound Producer: Ceri Davies
Media Agency: Noisy Beast
Managing Partner, Media: Ben Lynch
Account Director: Tom Pickering
