Suzuki throws mud at EV category with first electric launch

Suzuki has unveiled its first electric vehicle, the e Vitara, with a campaign that takes a deliberately different route from the rest of the EV category.

Created by ATime&Place, Good Clean Dirty Fun rejects the quiet, worthy conventions of EV advertising, instead positioning the e Vitara as an electric SUV built to get out, get muddy and have some fun.

The integrated campaign rolls out across TV, out-of-home, radio, social, digital and activations, led by a hero TVC that leans into the vehicle’s off-road character rather than traditional EV category cues around calm, silence and environmental virtue.

Daniel Sammut, acting national marketing manager at Suzuki Australia, said the launch marked a major moment for the brand.

“The release of the e VITARA is a big moment,” Sammut said.

“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.”

The campaign lands as interest in EV ownership continues to rise, with fuel price volatility and oil shocks adding further pressure to the market.

Matt Lawson, chief creative officer at ATime&Place, said the campaign was designed to push against the category’s usual creative codes.

“Suzuki aren't late to the party. They are the party,” Lawson said.

“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.”

Sammut said Suzuki wanted to appeal to both EV buyers and sceptics by positioning the e Vitara as an electric SUV that still felt true to the brand.

“Suzuki's have always been electric in nature,” Sammut said.

“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.”