Suzuki has unveiled a nationwide integrated campaign to introduce its first-ever electric vehicle, the all-new e Vitara, marking a pivotal step in the brand’s electrification strategy.
Highlights
- Creative by TMW (Accenture Song) builds on Suzuki’s “Good Different” brand platform
- Multi-channel campaign spans TV, OOH, VOD, cinema, radio, and social media
- Targets nearly five million UK drivers hesitant to switch to electric vehicles
- e Vitara positioned as the “right EV” — affordable, rugged, and backed by a 10-year warranty
Capturing the “Finally” Moment
The campaign’s hero film, directed by Traktor of Stink Films, humorously depicts a driver repeatedly thwarted in his attempts to catch a proper glimpse of the new e Vitara — only to finally see it clearly when it becomes his own. Set to Dusty Springfield’s “The Look of Love,” the film reinforces the tagline: “Finally, the EV you’ve been looking for.”
Complementary OOH, radio, and social assets show spontaneous reactions from everyday people who spot the e Vitara for the first time — from a distracted barber to a startled dog walker — each capturing the spark of recognition and desire Suzuki aims to evoke.
Campaign Strategy and Production
This launch marks TMW’s second major campaign for Suzuki, following the 2024 “Best Kept Secret on the Road” campaign for the Swift. The new creative builds on Suzuki’s “Good Different” identity, highlighting the brand’s distinctive approach to car design and customer value.
Move Studio, TMW’s in-house production arm, co-produced the campaign with Stink Films, while the7stars managed TV, radio, and OOH media strategy and Jellyfish oversaw digital and social channels.
“True to our Good Different platform, we’re celebrating drivers who waited for the right EV,” said Jodie Brooke, General Manager Marketing (Automotive), Suzuki. “The e Vitara is their reward for patience.”
“Many drivers have waited for the perfect EV moment,” added Graeme Noble, Chief Creative Officer at TMW. “We wanted to capture that frustration and the joy when the right car finally comes into view.”
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