New Suzuki Ads Continue Brand Building

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American Suzuki Motor Corp. is launching a number of new television and print advertisements designed to build upon last year's brand campaign that linked the company's motorcycle heritage to its automobiles.

Developed in conjunction with Suzuki?s advertising agency, Dentsu Next (formerly Colby & Partners) of Brea, Calif., the new campaign includes five 30-second commercials and a series of print ads.

"Suzuki is a challenger brand and decidedly more interesting than a traditional status quo commodity, which means we have to entertain, intrigue, stand up and be noticed, make consumers rethink their opinions, surprise them, and make them listen," said Carmen Dorr, creative director, Dentsu Next.

All broadcast advertising features a voiceover asking, "Are our cars as fun as our bikes?" and uses the themed mnemonic "It's gonna be a great ride," accompanied by Suzuki Auto's "Way of Life" tagline.

The television buy targets 25- to 54-year-old men and women and will appear on major networks skewing toward active-lifestyle programming, including Discovery Channel, FUEL TV ESPN, A&E, FSN, National Geographic Channel, NFL Network, Outdoor Channel, TBS, TNT and VH1. Print ads will appear in various lifestyle-related magazines.