Kizashi: A Tale Of 2 Spots
The all-new Suzuki Kizashi looks pretty hot. I can’t think of the last time I’ve given a second look at a Suzuki vehicle, but this time, I’m doing a triple take.
I’ve seen two national Suzuki spots for the Kizashi so far, and they are so different. Before I comment, take a look for yourself:
One of these spots has all of the generic necessities of your “me too” car spot. Yes, I’m referring to the “,” spot. Stylized interior/exterior shots? Check. Car shown driving across terrain not encountered by 98.9% of the population on a daily basis (in this case, that would be the desert)? Check. More stylized interior/exterior shots of the car with witty banter being read in the background. Check. Basically, The “Rich Guys” spot is one Led Zeppelin song away from looking like your typical Cadillac spot.
Now, take “Wicked Weather,” and that’s some creative that I can get behind. While it does have some familiar elements from your day-to-day car spot, it adds something new to the mix — evil snowmen that appear birthed from the imagination of Tim Burton. Hey, sue me. I like different; especially in an industry filled with creative doppelgangers.
Plus, it shows a person driving within the first five seconds. It took about 25 seconds in the “Rich Guys” ad. I want to see your average Joe behind the wheel, not distant shots of a stunt driver the whole time. I want to picture myself behind the wheel, so I appreciate the extra driver footage in the “Wicked Weather” creative. Also, I think the snow environment is a much better showcase for the all-wheel drive availability.
In the US, I’ll go out on a limb and say that the average American sees more snow in a year than sand. So, “Rich Guys” spot (and every other spot that uses a desert locale), please take notice.
Stephen Young
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