Suzuki Launches e VITARA with 'Good Clean Dirty Fun' Campaign

ATime&Place has launched Suzuki's first electric vehicle, the capable and fun e VITARA, with the platform, 'Good Clean Dirty Fun'.

Daniel Sammut, acting national marketing manager for Suzuki Australia, said, "The release of the e VITARA is a big moment. Because, with the first EV that you can actually have fun in, it's not that Suzuki are about to get their first electric vehicle. Electric vehicles are about to get their first Suzuki."

In a market segment dominated by environmental credentials and customer concerns about range, ATime&Place chief creative officer Matt Lawson agrees it's the emotional range of the e VITARA that sets it apart.

"Suzuki aren't late to the party. They are the party. Most EV advertising sells quiet, calm, and being at one with nature, we tried to have a little more fun, and throw a little mud, like you can do in the new e VITARA."

Launched with a TVC, the 'Good Clean Dirty Fun' platform is set to roll out across OOH, radio, social, digital and activations.

The launch comes at a momentous time in the market, with oil shocks driving interest in EV ownership to new heights.

Daniel Sammut said it's an exciting development for Suzuki.

"Suzukis have always been electric in nature. We want EV fans and sceptics alike to get excited about an electric SUV that you can actually drive in nature, and can actually have fun in. Good, clean, dirty fun."