"The brief was to capture the 'spirit' of the vehicle, but not in a way where the car is put on a racetrack showing off performance stunts," says Suzuki's national marketing manager, Francois van Eeden. "It was rather about a car that talks to you and rewards you with an exhilarating driving experience."
"Conceptually, the creative crew deemed the new Suzuki Swift Sport 1600 to be a brave car with a lot of heart and interpreted the brief by referencing the 'freedom' speech in the movie Braveheart," explains Penquin's group executive: creative, Darren Leishman.
To make up the crowds of people who came to listen to 'William Walters', the agency turned to the loyal fan base to volunteer their time. It started with a newsletter, Facebook post and personal requests sent out via email from the dealers, calling for vehicles and their drivers to be part of the new ad.
Supporters arrived in over 80 vehicles ranging from the 70s era to their current modern models. The single day shoot took place at Velskoen drive-in in Randburg. The open area allowed for many vehicles and people to participate safely during the making of the TVC.
"I see a nation in defiance of the ordinary, you have come here to drive as free people and free people you are!" states 'William Walters'. "They may hike the fuel price, they may charge us tolls, but they will never take our freedom."
"I believe that the way in which the agency conceptualised and executed the brief was spot on," comments van Eeden. "The correct message is being communicated; it's about having fun and living life to its fullest which was also demonstrated by the fans on the shoot."
