Suzuki names its cars ‘the best in the universe’ in new campaign

Suzuki has anointed its cars ‘the best cars in the universe’ via its own ‘official body’ for evaluating, recognising and celebrating automotive excellence from across the universe, the ‘Universal Automotive Authority’ (UAA).

The campaign, created by Deloitte Digital, recognises that Earth is the ‘funnest planet’ in the universe, and as Suzuki’s are the ‘funnest car’ that makes them the best in the universe.

Suzuki general manager of automobiles and ‘chairman of the UAA’, Michael Pachota said as the exploration of space has kicked off again, with the launch of Space X, it was time to recognise what the universe had to offer.

“As mankind expands his horizons and gets set to travel beyond the stars it is now that we can and must begin to answer some of the big questions like: who is the best in the universe? Especially for the automotive industry,” Pachota said.

Daniel Mercuri, UAA head of jury and national marketing manager of Suzuki, added: “We didn’t want this to be another award that you slap on the end of the ad and hope for the best, so we’ve allowed this to steer our brand strategy, and brand film, for 2020.”

Matt Lawson, chief creative officer of Deloitte Digital, said: “It’s so great to see Suzuki taking a real leadership position and investing in setting up a worthwhile governing body like this. It once again proves their ambition to move the whole industry forward by recognising the best in automobiles. And of course, it’s still necessary to have a bit of fun with it in film, as even after this win, we believe we shouldn’t take ourselves too seriously.”


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

Creative Consultancy: Deloitte Digital
Creative Brand & Advertising Partner: Adrian Mills
Chief Creative Officer & Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Designer: Kyle Lotherington
TV Producer: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng

Production Company: FINCH
Director: Toby Pike
Managing Director/Executive Producer: Corey Esse
Producer: AnnaTara Clark-Sneddon
Offline and Online Editor: Jon Holmes
Cadre Pictures: VFX

Sound Studio: Squeak E Clean
Sound Engineer: Paul Le Couteur
Producer: Alice Vanderway


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.