A new campaign for Suzuki’s Kizashi out of Southern California-based <a href="www.siltanenpartners.com.>Siltanen & Partners Advertising shows that the sporty sedan not only measures up to high-priced luxury cars, it kicks their a**. Five new spots, employing the theme Kizashi Kicks, feature head-to-head comparisons between Suzuki’s flagship model and the Volvo S40, Audi A4 and Mercedes C300.
The spots cleverly combine rigorous test track trials with wry, wink-and-a-smile humor. One spot highlights Kizashi’s cornering ability by pitting it in a slalom test against a Mercedes C400 and a less than graceful stretch limo. Another spot compares several performance features of the Suzuki car to an Audi A4 and a man piloting a motorized sofa. In each instance, Kizashi triumphs in impressive and hilarious fashion.
The spots encourage consumers to visit an interactive Kizashi Kicks microsite (www.KizashiKicks.com) featuring more detailed test results and lots of unique and exclusive content. The latter includes a video in which a Kizashi demonstrates its handling ability in an improbable manner by navigating a road covered in banana peels. Visitors can also view documentary footage of a grueling Tokyo-to-Los Angeles Kizashi road trip conducted by Motor Trend magazine. Additional content will be added to the site throughout the year.
The campaign is aimed at younger car buyers who crave performance and a unique driving experience, but also appreciate a good deal, according to Siltanen & Partners executive creative director Rob Siltanen. “For the price of an ordinary, mid-sized sedan, you can get something special,” Siltanen said, noting that Kizashi offers features, including all-wheel drive, that comparably-priced cars such as Camry and Accord lack. “This car appeals to people who want something sporty. If you have an active, adventuresome lifestyle and enjoy things like skiing and snowboarding, Kizashi is the perfect car for you.”
The decision to compare Kizashi to luxury cars rather than sedans in its price range is meant to raise eyebrows, Siltanen added, as well as to heighten perceptions of the Suzuki brand as a whole. “People spend more time researching cars than any other purchase and so a campaign built on indisputable facts is very compelling,” he observed. “We think it will drive a lot of traffic to our dealers.”
Kizashi Kicks launched Christmas Day and will begin airing in cities across the South before rolling out to other markets across the country. The media plan includes NBA Christmas Day games, the NFL playoffs, the Grammy Awards, the NCAA Men’s Basketball Tournament and the Academy Awards. The campaign also features print ads and an Auto Show component.
Credits
Creative Rob Siltanen and Joe Hemp, creative directors; Maricela Rogers, director of broadcast production; Kerri Bailey, group media director; Doug Ryan, group account director; Ginger Christensen, account director; and Wendy Nicolle, management supervisor. Production Bully Pictures; Dana Christiaansen, Director/DP; Jason Forest, Executive Producer; Ted Robbins, Producer. Editorial S&P Editorial; David Beekman, Editor. Post Bully Brothers Post; Kiki Chansamone, Creative Director/Inferno Artist; Gaelon Swift, Post Producer; Brian Hanable, Inferno Artist. Music and Sound Design: Mophonics.
For more information about the new Suzuki Kizashi Kicks advertising campaign, visit www.KizashiKicks.com.
About <a href="www.siltanenpartners.com.>Siltanen & Partners Advertising
Siltanen & Partners is a full-service advertising and idea agency that is located in El Segundo, California. The agency is known for creating famous, iconographic advertising that helps its clients set sales records and distance themselves from their competition. S&P was the first advertising agency to create an ad campaign that was turned into a prime-time sitcom (CBS, 2003 and 2004) and its principals have won virtually every industry creative honor. S&P’s clients have included Suzuki, Panda Express, Yakult, Quiznos, Gateway, Disney’s Baby Einstein, Majesco Entertainment, Hyundai, EA Sports, Round Table Pizza and various e-businesses. The agency handles all types of traditional and non-traditional advertising as well as package and corporate design. To learn more and to see the agency’s work visit www.siltanenpartners.com.
2011 Suzuki Kizashi and Kizashi Sport
As AutoPacific’s 2010 Vehicle Satisfaction Award and Ideal Vehicle Award winner and a Consumers Digest “Best Buy,” the Kizashi redefines the traditional performance sedan and moves the Suzuki brand upscale without abandoning Suzuki’s traditional emphasis on content and value. This year, the Kizashi’s content and value is enhanced with the addition of 18-inch alloy wheels fitted to the popular SE trim level. Furthermore, its active and energetic DNA is augmented by the vehicle’s overall mission to provide a strong, refined and safe urban performance.
For 2011, Suzuki brings the Sport trim to the GTS and SLS models, adding a host of external and internal modifications, including a more muscular front fascia (with chrome accents) and lower grille, body side sill extensions, lower body side molding with chrome accents, a trunk-mounted spoiler, custom lightweight 18-inch alloy wheels appropriate to a flagship vehicle, unique sport steering wheel and contrasting stitching on the leather seats, shift boot and emergency brake boot. The end result is a sport sedan with crisp handling enveloped in a well-controlled ride, one typically found in more expensive, premium sport sedans.
About Suzuki
The Brea, Calif.-based Operations of American Suzuki Motor Corporation (ASMC) was founded in 1963 by parent company Suzuki Motor Corporation (SMC) and currently markets its vehicles in the United States through a network of approximately 300 automotive dealerships and numerous other motorcycle, ATV and marine distributors in 49 states. With global headquarters in Hamamatsu, Japan, SMC is a diversified worldwide automobile, motorcycle, and outboard motor manufacturer. In 2009, SMC sold more than 2.3 million new cars and trucks and more than 2.8 million motorcycles and ATVs. Founded in 1909 and incorporated in 1920, SMC has operations in 196 countries and regions. For more information, visit www.media.suzukiauto.com. Suzuki can also be found on Twitter (@SuzukiAuto), Facebook (www.Facebook.com/SuzukiAuto) and YouTube (www.YouTube.com/SuzukiAutomotive).
