How Suzuki went from middle of the road to selling out their cars

When it comes to cool cars, it's fair to say that Suzuki isn't the first car brand that pops into your head. Thanks to their latest campaign, however, they've managed to sell out in showrooms throughout the UK. Acknowledging the truth The hugely successful TV advertising campaign started with Suzuki acknowledging the truth about their brand. The manufacturer behind the Swift and the Jimny isn't exactly going to be able to take itself too seriously, so by that logic, their customers don't take themselves of their cars seriously either. For Suzuki's target market, the purpose comes before the pleasure, and by recognising that, Suzuki were able to tap into a surprisingly neglected market segment. Full of fun Suzuki also saw that the fun had disappeared from driving. Both TV shows and other car advertisements propagated the notion that driving was only fun if you had a six cylinder engine under the bonnet. Anything that the mass market in the middle could afford was seemingly bland and sterile by comparison. So, to help sell the Suzuki brand as fun, they did more than turn to bright colours - they set out to actively make people laugh, which isn't exactly an easy feat (when was the last time you were actually amused by a car advert?). Family entertainment Step forward Ant and Dec. Although the popular pair have little to no experience selling cars (probably), they proved to be an extremely effective weapon for Suzuki. The advertisers partnered with Saturday Night Takeaway and used a popular segment of the show, which would see Ant and Dec sneak behind the scenes and feed lines to car dealership employees. The partnership meant that Suzuki was able to keep the authenticity associated with the show by using the production team and writers to produce the content. It also meant they were able to run the advertisements right across branded social channels and dealerships, creating a unified campaign that got Suzuki selling cars in their thousands. Although the next video production for your business is highly unlikely to feature Ant and Dec, or even a Suzuki for that matter, there are lessons to be learnt from their campaign. They managed to recognise who their core audience were and talk to them directly. By doing that, they managed to find a unique position for themselves and stand out from their competition. So, if you're an agency looking for some new and creative videos, why not get in touch to discuss how we can work together to make some content that really connects with who you want to speak to.
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James Compton

white label Motion Graphic Designer & Animator 
based in Essex & london

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With a stong, qualified background in Graphic Design and a BA in Motion Graphics, we combine the two to create visually engaging and intelligent videos, adverts and campaigns.
 We’ve spent the last 7 years working as a Motion Designer, Creative Director (and occasionally Videographer) for both design agencies and businesses. During that time I’ve worked on all size projects for web clients & production houses right through to TV & Commercial Broadcast.
 We now run a video production studio, working directly with clients & also partnering directly with multiple design agencies across the country and capital that have no in-house motion designers, collaborating with them on their video, motion, and animation needs - from budgeting and concept creation right through to delivery, clearance, playout and implementation.
Freelance Motion Graphic Designer Essex // AFX Animator


Anybody can learn to use software so i'm not a big fan of this SECTION... that said, occasionally I get asked "What software can you use?" so HERE is a list of some of the design software I'm expert in.

Broadcast and Animation Designer
 London and South East


  • After Effects

  • Cinema 4D

  • Illustrator

  • Premier Pro

  • SpeedGrade

  • Audition

  • Photoshop

  • Dreamweaver

  • 3D Studio Max

  • InDesign


Tel: 07446955571
All Content © 2016 James Compton Ltd
Video Freelancer and Motion Designer

 // After Effects in London & Essex

Company Registration Num. 09771247 - VAT No. 230748223 / Reg Office: Suite 2, 104 Aylesbeare, Essex, SS38AG
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