|Product / Service||SUZUKI AUTOMOTIVE'S|
|Entrant||DELOITTE AUSTRALIA Melbourne, AUSTRALIA|
|Idea Creation||DELOITTE AUSTRALIA Melbourne, AUSTRALIA|
|Media Placement||DELOITTE AUSTRALIA Melbourne, AUSTRALIA|
|PR||DELOITTE AUSTRALIA Melbourne, AUSTRALIA|
|Production||DELOITTE AUSTRALIA Melbourne, AUSTRALIA|
|Production 2||BANG BANG STUDIOS Melbourne, AUSTRALIA|
|Additional Company||SUZUKI Melbourne, AUSTRALIA|
|Charles Baylis||Deloitte||Executive Creative Director|
|Matt Lawson||Deloitte||Chief Creative Officer|
They say in the future, all cars will be driverless. Sounds great right? Well, imagine being stuck in a car with only Ai for company. In this radio ad we play out a scenario between a driver and an enthusiastic Autonomous Vehicle Ai, reminding people to make the most of these wonderful driver-filled days with one of Suzuki's many non-autonomous vehicles. This ad was scheduled to play in peak driving time so that on first listen the listener might feel like their car was talking to them.
Australia is one of the most competitive car markets in the world, with over 65 brands all fighting for differentiation. It is also an incredibly conservative car advertising market, with strict guidelines on what can be shown and said. Our brief was to relaunch Suzuki into the Australian market, positioning the car as the go to brand for fun loving people. Our campaign idea: FOR FUN’S SAKE.
SFX: Siri noise. ROBOTIC VO: Time to destination: 5 hours. Ok, I spy with my Ai, safely in all directions, something beginning with R…O… A… D. Road… Would you like to play again? Did you hear that squeaking sound? Well, this must be an autono-mouse vehicle. Just joking. Vehicle running at optimal efficiency, cabin: 21 degrees, [Pause] And I thought I was smart, who has 21 degrees! No laughter detected I SAID I THOUGHT I WAS SMART… ANNOUNCER: It’s predicted by 2035 all cars will be driverless. But until then… SFX: Cars shifting up through gears. Engines roaring. ANNOUNCER: Suzuki. For fun's sake.