Suzuki owners keep new Swift undercover in first TMW campaign

Suzuki has launched its latest campaign for the new Swift.

“The best kept secret on the road”, created by TMW, includes a 60-second film directed by Traktor through Stink Films. 

It shows Swift owners going to great lengths to hide their cars, conveying the idea that Swift drivers enjoy keeping their car's attributes a secret. 

Examples include a woman covering her Swift with autumn leaves, another turning off a streetlight to keep the car hidden, and a man parking his car behind a hedge trimmed to its shape.

The campaign is running across TV, digital, out of home, social and radio. 

Press and OOH ads show Swift owners tearing the car's image out of ads or painting over billboards. On radio and social media, owners sabotage the ads by showing only pictures on radio or reversing the car out of the frame.

Alex Key, general manager (marketing) at Suzuki, said: “We knew from the start that we didn’t want another car ad that was just a drive through a city or sweeping down a mountain. 

"We knew we had to do something different to stand out. We brought in TMW to help us create a challenger campaign that is 'Good Different', just like our cars. 

"Putting our current and future owners at the heart of our ad, we decided to build some intrigue and be the first car brand to hide the cars rather than flaunt them.”

The campaign was produced by TMW's Move Studio team in collaboration with Stink Films. 

Media buying and strategy were handled by the7stars for TV, radio and OOH, and by Jellyfish for digital and social. 

This is TMW's first campaign for Suzuki following its appointment in February.

Graeme Noble, chief creative officer at TMW, said: “Just as nobody wants their favourite pub to be taken over by hordes of TikTokers, owners of the Swift are happy for their cars to remain the best kept secret on the road.

"There’s power in mystery, and that’s a lever that’s rarely been pulled in this market. We tried to have a bit of fun with this and find different ways to execute the concept across every channel. Happily, we think the ads match the car – good and different.”