American Suzuki Motor Corp. (ASMC) has premiered its 2012 Super Bowl commercial – entitled “Sled” – on the automaker’s Facebook and YouTube pages.
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The new television ad, which emphasizes the premium features and all-wheel-drive prowess of the 2012 Kizashi sport sedan, marks the second consecutive year Suzuki will advertise during the Super Bowl. In 2011, the brand featured its “Wicked Weather” spot during the big game.
“We are delighted to celebrate our successful 2011 sales year with an 11 percent increase, by once again showcasing the personality of the Suzuki brand and our award-winning Kizashi sport sedan on advertising’s biggest stage,” said Jeff Holland, director of social media, American Suzuki. “The Kizashi’s all-wheel-drive performance and luxurious interior make it the perfect choice for those looking to upgrade their ride.”
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Developed by El Segundo, Calif.-based advertising agency Siltanen & Partners Advertising, Suzuki’s “Sled” television spot illustrates the exhilaration one can receive from upgrading their ordinary daily driver with a more entertaining mode of transportation. In this case, trading in a dog-powered snow sled for a sporty new 2012 Kizashi.
Set in an isolated mountain location, “Sled” opens with an early morning scene where an Eskimo and his dog sled team ride off into the horizon. As the landscape changes from morning to evening, the quiet still of the frozen tundra gives way to vibrations and a hint of something new in the distance.
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A Kizashi – accompanied by a strong hip hop beat – comes driving into view with one of the Huskies’ heads sticking out of the front passenger window enjoying its owner’s new mode of transport.
The spot then cuts to the interior of the vehicle, revealing the other sled dogs buckled into the back seat and the Eskimo behind the wheel of the Kizashi – all of whom are digging the lavish accommodations and warm interior of the car, while bumping their heads and tapping their paws to the song’s beat.
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The Eskimo pulls up to his igloo and his wife comes out to greet him. With a puzzled look on her face, and in her native Inuit tongue, she asks, “Where’s the sled?” The man replies, “I traded it in,” (the conversation is subtitled in English).
Suzuki’s 2012 Super Bowl spot will air both in 60-second and 30-second formats in the company’s top retail locations across the U.S. “Sled” will continue to run following the Super Bowl in conjunction with a new Suzuki advertising campaign scheduled to debut in March.