Non-Suzuki buyers called foolish fools in latest ad campaign

Suzuki has released its latest spot from the ‘For Fun’s Sake’ brand platform via Deloitte Digital.

The new ad sees Suzuki awarding its customers while calling those that don’t buy Suzukis foolish.

The 30-second spot shows a montage of proud Suzuki owners sporting sashbelts, reading: “1st Place Smart Prize”, “World Thinking Champion”, and “Brain Model/Mind King”.

Meanwhile, a voice-over with an upperclass accent says: “Suzukis are some of the best value cars in the country. So, if you’re looking and you don’t consider Suzuki, well then, you’re a fool, aren’t you? A foolish fool. Yet, if you do, well, I’m sure you’re smart enough to figure that out.”

Michael Pachota, general manager at Suzuki, said: “Suzuki drivers are some of the smartest on the road, simply due to the fact that they have chosen to be Suzuki drivers. We wanted to reward their decision, beyond the great value, and make every ride a parade for their brilliance.”

A free sashbelt will be available to customers for all new Suzukis across the range.

Matt Lawson, chief creative officer at Deloitte Digital, added: “At this time of year most car brands are doing a sale, yet, Suzuki are always great value. So, if you’re in the market, and don’t consider Suzuki, then you’re a fool. And should be looked down upon by the intellectual elite; Suzuki drivers.”

Deloitte Digital has created several ‘For Fun’s Sake’ campaigns for Suzuki, including one in March this year comparing the cars to motorcycles.

Suzuki car sales are up from the previous year. From January 2021 to May 2021, Suzuki has sold 7,409 passenger, SUV and light commercial vehicles. For the same time period in 2020, the brand had sold 5,575.

Toyota remains the leader in vehicle sales, with 97,877 vehicles sold from January 2021 to May 2021, followed by Mazda (48,221), and Mitsubishi (31,802).


Client: Suzuki Australia
Michael Pachota: General Manager, Automotive
Robert Rosengarten: Assistant Marketing Assistant Manager, Automotive
Daniel Sammut: Digital Marketing Coordinator, Automotive

Creative Consultancy: Deloitte Digital
Partner: Adrian Mills
Chief Creative Officer/Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Designer: Kyle Lotherington
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng
Senior Producer: Marlese Sloan
Finished Artist: Mark Scano
Production Company: Airbag
Director: Christopher Hill
Executive Producer: Martin Box
DOP: Ed Goldner
Editor: Mark Bennett
Colourist: Edel Rafferty
Online: Chris Reynolds

Sound House: Squeak E. Clean Studios
EP: Ceri Davies
Sound Engineer: Dee Gjedsted

Media: Noisy Beast
Ben Lynch – Group Media Director
Josh Sharpe – Media Account Manager


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