Suzuki Swift

So back to my comments on other people's marketing...

There is currently and ad on the telly for the new suzuki swift. In case you haven't seen it I will summarize.

Two girls are on the side of the road attempting to hitch hike. The have a sign that says 'city'. A reasonably hot farmer type pulls up in his manly ute, complete with bales of hay. The girls wrinkle up their faces and give him he thumbs down. He drive off.

Next is the surfer dude, sun kissed with a board on the roof. The girls wave him on.

The next candidate is a guy in a suzuki swift. The girls high five and wave their 'city' sign frantically. The gent looks like he can't believe his luck.

Cut to next scene. Girls are driving away in the Swift and the guy is on the side of the road looking glum and holding a sign that says 'help'.

Advertising campaigns generally have a 'single minded proposition', if there is one message you want potential consumers to take away, this is it. For example, "This will get my clothes clean and keep my whites white" or "These people will really look after my money" or "Using this product will get me laid".

So with this in mind what did the folks at Suzuki want their SMP to be for this ad?

"Driven by the kind of blokes who get car jacked by girls"??