Australia is one of the most competitive car markets in the world, with over 65 brands all fighting for differentiation.

Our brief was to relaunch Suzuki into the Australian market, positioning the car as the go to brand for fun loving people. Our campaign idea: FOR FUN’S SAKE.

For context, the Australian car market is flooded with 30 second TV ads filled with driving montages. To cut through we needed a new medium to match the new message, and one associated with fun, and youth.

Our objective was to drive positive PR, Test Drives and Purchases of the Suzuki Jimny in Australia.

Idea: If you can't show the car doing what it is capable of, show the fun it is capable of creating.

Yes, the new Suzuki Jimny is so much fun we can do off-road things that can't legally be shown on Australian TV. So our idea wasn't to show what the Jimny could do by showing the car. We decided to show the fun you can have in a Jimny, without showing the car at all.

Suzuki Skates are the world’s first off-road roller skates. Built as exact scale replicas of the new Suzuki Jimny, the only difference between these and the real car is that these Jimny's can be worn.

Why? For fun’s sake of course!

This became a unique product demonstration that didn't show the product at all.

All set to the new track from Aussie Indie band Stiff Richards.

To bring the Suzuki brand to life, “For Fun’s Sake”, we really needed to show driving footage that is illegal to show in Australia.

Australia has some of the most stringent laws on what constitutes ‘Dangerous Driving’, and because of this, SUV advertising typically descends into boring car and lifestyle montage pieces.

We needed a way around this. Strangely, the answer was to create cars that weren’t cars...our off-road Suzuki Skates. This got us around the laws, in an absurdly fun way.

Our music video clip was part car chase, part skate film, part absurd comedy, part western, and all fun.

Opening on what appears to be a classic high energy, high impact car chase, we reveal that these off-roaders are actually attached to someone’s feet.

A thumping track drives our hero downhill. In another surprise twist our hero is greeted by a nemesis, also on Suzuki Skates.

We end as they begin their downhill battle.

Suzuki Skates is the hero content piece within a broader TTL campaign for the Jimny in Australia. At the time of entry, stock of the car has sold out, and there is now a 12 month waiting list for the car in Australia.