Suzuki has unveiled a major integrated campaign to introduce its first-ever electric vehicle, the all-new e Vitara — a model designed to convert cautious observers into confident EV adopters. Created by TMW, the campaign stretches across TV, cinema, radio, OOH, VOD, and social, and directly targets the nearly five million Britons who’ve been sitting on the fence about making the switch to electric.
For years, this group has watched the electric revolution from a safe distance — intrigued but unconvinced, waiting for “the one” that truly fits their needs. With the e Vitara, Suzuki’s message is clear: “Finally, the EV you’ve been looking for.”
Patience Rewarded
The campaign’s central insight taps into a very human emotion — the satisfaction of waiting for something that’s genuinely worth it. Suzuki, much like its audience, took its time to get things right. The result is an electric SUV that combines rugged styling, advanced tech, and an industry-leading 10-year warranty, all at a surprisingly accessible price point.
Set to Dusty Springfield’s sultry classic “The Look of Love”, the TVC directed by Traktor (Stink Films) follows a relatable family man whose every attempt to admire the e Vitara is comically thwarted by bad timing and inconvenient obstacles. Whether it’s a window cleaner’s sponge blocking his view or a seaside parasol springing open at just the wrong moment, his frustration mirrors the experience of many would-be EV buyers — always looking, but never quite finding “the one.”
When he finally arrives home with his new e Vitara, the payoff is pure joy. The final line — “Finally, the EV you’ve been looking for” — lands as both punchline and promise.
Love at First Sight
Beyond TV, the campaign extends the moment of discovery into OOH, radio and social. Each execution captures a flash of recognition — that instant when someone realises the e Vitara might just be the EV that changes everything.
A barber, distracted by the sight of one parked outside, shaves a crooked line through his customer’s hair. A dog walker drops her lead in stunned admiration, her pet bolting off-screen. These vignettes channel the same energy as the TV spot — moments of comic mishap that underscore the irresistible appeal of Suzuki’s new arrival.
Building on “Good Different”
This is TMW’s second major launch for Suzuki, following the successful “Best Kept Secret on the Road” campaign for the new Swift. Both executions build on Suzuki’s distinctive “Good Different” positioning — celebrating drivers who aren’t swayed by trends but instead make smart, instinctive choices.
Produced by Move Studio, Suzuki’s in-house production arm, alongside Stink Films and Traktor, the campaign’s creative flair is matched by the strategy and media planning of the7stars (TV, radio, OOH) and Jellyfish (digital and social).
When Waiting Pays Off
Jodie Brooke, General Manager Marketing (Automotive) at Suzuki, sums up the campaign’s essence:
“True to our Good Different platform, we’re celebrating the millions of UK drivers who have trusted their instincts on going electric. They’ve taken the time to wait for ‘the one’ to appear, and here it is. TMW have helped us develop a campaign that captures the moment patience pays off.”
Graeme Noble, Chief Creative Officer at TMW, part of Accenture Song, adds:
“Despite all the public pushes to switch to EV, so many Brits have held off so far. They might have kept an eye out for what’s about, but the right one never fully materialises into view. With this campaign, we wanted to tap into that frustration our audience is feeling – and capture the eureka moment when they realise the search might be over.”
