Suzuki used AI for its new Black Friday campaign… chaos ensued
Suzuki has announced an extension of its Black Friday sale via an AI film created by recently launched indie agency, ATime&Place.
The agency – founded by former Deloitte Digital creative partners Matt Lawson and Adrian Mills – launched in September, after Deloitte “re-balanced” its offering portfolio.
With a deeper focus on core solutions including customer and brand strategy, integrated customer experience design, marketing technology implementation, marketing, sales, and service transformation. This, however, saw it “say goodbye” to the advertising team.
The new campaign, ATime&Place’s second piece of work for Suzuki, was developed in just three days using AI technology.
Visualising the possible public reaction to their sale prices, the hero film starts nice and calm, before absolute chaos ensues.
“After such a stark warning from AI regarding the likelihood of a frenzy being sparked by Suzuki’s incredible Black Friday sale, it would be remiss of us to not put in place some guardrails to curb any chaos,” said Michael Pachota, general manager of Suzuki Automotive.
“So, we have enforced a strict two car limit on all purchases. We do hope for a safe Suzuki Black Friday sale and that customers frenzy responsibly.”
Matt Lawson, principal and CCO at ATime&Place, said of the new campaign: “Due to the fast turnaround of this retail campaign it was great that AI could help us produce the film, the music, and show us what the future may look like when these sorts of prices are unleashed on the Australian market.
“AI really helped. It turns out that at this point in time, it does do two things well: lame, and chaos.”
Last week, the brand released a campaign drawing a financial comparison between everyday products and its cars, officially introducing the Suzuki Index.
The hero TVC – developed to mimic real-world finance report segments on the news – places food and produce including spinach next to the Suzuki Vitara, revealing that the vehicle costs $24.90 per kilo; less than the aforementioned leafy vegetable. It also shows that the Vitara is cheaper than prawns, organic mushrooms and raspberries, per kilo, cleverly using the Index to showcase the value of the car.
Client: Suzuki Australia
General Manager, Automotive: Michael Pachota
National Marketing Manager, Automotive: Robert Rosengarten
Assistant Marketing Manager, Automotive: Daniel Sammut
Marketing Coordinator, Automotive: Tom Lyden
Creative Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Creative: Andy Matthews
Designer: Manny Damianos
CEO: Adrian Mills
Group Account Director: Daniel Loukidis
Account Manager: Jaya Abela
Production: ATime&Place
Director: Matt Lawson
Head of Ai: Rob Weir
Head of Broadcast: Marlese Byfield
Media: Noisy Beast
Group Media Director: Ben Lynch
Head of Media: Valerie Murphy
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
Adrian Mills
ai
AI campaign
artificial intelligence
ATime&Place
black friday
Matt Lawson
Michael Pachota
Suzuki
Suzuki Automotive
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