Suzuki – The Never Ending Test Drive

I watched TV today for the first time in about two months. I think I managed around twenty minutes or so before I popped Netflix on, but that’s twenty minutes more than most days! During that fateful time I saw an advert that actually had me grinning, sitting on the edge of my seat, and getting excited about showing it off to friends.

It’s rather bloody good isn’t it! Sure, it starts off quite slow but from about twenty seconds onwards, it’s pure advertising gold.

Obviously the premise is that the agent never gets driven back to the dealership, as the lovely gentleman test driving the car can’t ever be parted with it which is all well and good, but that’s not what drew me in. It was the attention to detail that impressed me so! The comedic set-ups were amusing and got funnier as the advert went on, but I think the pièce de résistance had to be the family portrait including the agent himself in the background. Genuine chuckles.

Now you need to picture the scene. I’m sat on my armchair getting visibly excited about how much I’m enjoying this advert, and all I could think about was the tag-line. It was going to literally punch me in the face with brilliance, and before you know it I’d be driving my own Suzuki Swift in a car-park very very slowly in small circles. Unfortunately, that didn’t happen. What actually happened was me throwing my arms up in disgust, screaming “What. What the fuck was that”, and then getting disappointed. How can such an interesting and witty advert be finished off with such a droll tagline. Someone shoot the bloody copywriter. He should be ashamed of himself. I don’t think the line could be any more bland if it tried. Sure it sort of fits with the strategy, but it doesn’t do what I wanted it to! It doesn’t grab you by the bollocks and scream “YES! WE KNEW WE HAD YOU ALREADY, BUT YOU REALLY NEED TO BUY THIS CAR!!”. In all honesty, it ruins what could have been a contender for ‘best advert of July 3rd’.

I am not going to sit here and tell you that I could have done better, but someone, somewhere in the world could have thought of a much better line than “Once you try it, you have to have it”. Why not just “You have to have it”?…. I’m pretty sure you’re already thinking of a better line now. Bah, it annoys me just thinking about it. Ruining a bloody good advert like that. Grumble grumble grumble.

Any way, let’s not distract from what should be heralded as a damn good execution. Well done Suzuki, and everyone involved from The Red Brick Road. Excuse my grumbling about your tagline, but when your art direction is that good, your copy has to be just as good, if not better. It’s your own fault really, if you think about it.

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One thought on “Suzuki – The Never Ending Test Drive

  1. Kurre says:

    Couldn’t agrre more. Written i perfect clientese.

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