MARKETING COMMENT: 3 new TV spots trick and treat viewers
By Marty Bernstein
Automotive News / October 27, 2003
"...Suzuki XL-7
The halcyon days of the driving trip - before the arrival of interstate highways - have returned in an effective, delightful commercial. Suzuki's ad agency, Colby & Partners in Santa Monica, Calif., has taken the sights and signs of the 1950s and 1960s highways, specifically Route 66, and produced a fun commercial.
The spot starts with a highway stretching to the horizon with the Route 66 logo emblazoned on the asphalt.
A vehicle whizzes down the road past three signs with the words "the new Suzuki XL-7," and our trip of features begins.
In the remaining 27 seconds, six features and benefits of the XL-7 appear in spectacular versions of neon signs as the vehicle passes them.
A cheesy, sleep-cheap motel sign says "Seating for Seven." A prototypical painted western mural - cowboys, horses, American Indians, tepees, cliffs - reads "High Safety Rating." A spectacular drive-in restaurant proclaims "America's #1 Warranty."
There are a few more signs and sights, but I don't want to spoil your fun.
The commercial is bold and bright. Score: 91. ...."
++++++++++++++++++
This is on a scale of 1-100 from the author.
