Suzuki Kicks off 2011 with Kizashi Ad Campaign

‘Kizashi Kicks’ campaign communicates the Suzuki sport sedan’s performance, capability and value story. Suzuki’s new television campaign began airing in select Suzuki retail markets on Dec. 25, 2010. 

“The Kizashi brings a new dimension of performance and value to the midsize sedan market, delivering the extraordinary driving excitement, luxury and safety of a premium sports sedan at an ordinary sedan price,” said Steven Younan, director of Marketing for American Suzuki Automotive Operations.

“We believe the ‘Kizashi Kicks’ campaign expresses the heart and soul of the Kizashi and builds on the brand enthusiasm our sport sedan has generated for American Suzuki over the last year.”

In another promotional drive, recently American Suzuki Motor Corp. (ASMC) announced the launch of Kizashi Ring of Fire racing game app for iPad and iPhone as a free download from the App Store. (Read: Suzuki Runs with Kizashi Ring of Fire Game)

Developed in conjunction with El Segundo, Calif.-based Siltanen & Partners Advertising, the campaign illustrates the Kizashi’s competitive spirit against luxury competitors Volvo S40, Audi A4 and Mercedes C300 in safety and braking, handling and quietness tests.

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Suzuki also incorporates a motorized sofa, bubble wrap suit and stretch limo to add a little humor to the spots.

The “Kizashi Kicks” campaign features three 30-second and two 15-second television commercials that further communicate the Kizashi’s performance, capability and value story.

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One of the commercials highlights Kizashi’s cornering ability by pitting it in a slalom test against a Mercedes C300 and a less than graceful stretch limo.

Another spot compares the Kizashi’s dynamic performance attributes to an Audi A4 and a man piloting a motorized sofa. In each instance, the Kizashi triumphs in impressive and hilarious fashion, the company said Monday, Jan. 3.

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The broadcast television advertisements are complemented by an interactive microsite,, which showcases the new commercial content and provides interactive animation, videos and a suggestion tool for feedback.

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The website also offers links to Suzuki’s new Kizashi Ring of Fire racing video game, video of the Kizashi’s Tokyo to L.A.:  The Hard Way intercontinental road trip, the Suzuki Auto site (, dealer locator, and a build and pricing feature.

Suzuki will continue to provide additional content on the “Kizashi Kicks” website throughout the year, says the company.

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Targeted toward younger buyers with a male skew, Suzuki’s new “Kizashi Kicks” advertising campaign will air in its top-20 markets, including but not limited to, New York, Chicago, Pittsburgh, Charleston, S.C., Mobile-Pensacola, Ala., Raleigh-Durham, N.C., Baton Rouge, La., Nashville, Tenn., Burlington, Vt., Charleston, W.Va., and Wilkes-Barre, Pa.

Television programming highlights include the Academy Awards, GRAMMY Awards, the AFC Championship game, NCAA Tournament, “Survivor,” “30 Rock,” “The Mentalist,” “Dancing with the Stars,” “American Idol,” “House” and “Desperate Housewives.”

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Rakesh Raman