Filed Under: Hispanic News, Marketing & Advertising, Press Releases
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“Building on last year’s groundbreaking and highly successful brand campaign that linked Suzuki’s rich motorcycle heritage to its automobiles, American Suzuki Motor Corp. launches a number of new television and print advertisements, highlighting the automaker’s expanded lineup of dynamic vehicles, bringing greater clarity to the company’s “Way of Life” brand philosophy and still illustrating the company’s motorcycle DNA. In addition to the seven-passenger XL7 midsize crossover SUV, rugged Grand Vitara and bold and functional five-door SX4 Crossover, the new advertising campaign introduces the stylish and performance-oriented four-door SX4 Sport, scheduled to arrive in dealer showrooms this month.
“We set the stage last year by implementing a new communications strategy that reflected the brand’s core strengths as a company that builds fun-to-operate vehicles, from Suzuki’s widely recognized motorcycles to our exciting and versatile cars and SUVs,” said Gene Brown, vice president of marketing and PR, Suzuki Automotive Operations. “As we move into the fourth quarter, we believe our spirited automotive lineup, anchored by the Grand Vitara, XL7 and SX4 Crossover, along with the addition of the all-new SX4 Sport, will continue to engage consumers and provide proof of Suzuki’s commitment to producing vehicles designed for their everyday active lifestyles.”
In addition to aligning with the brand’s rich motorcycle heritage, Suzuki’s 2008 advertising campaign further reinforces its dedication to the company’s “Way of Life” brand mantra, which promises vehicles that are designed for life enthusiasts – those who choose to live life to the fullest and not simply watch it go by.
Developed in conjunction with the company’s advertising agency, Dentsu Next of Brea, Calif., Suzuki Auto introduces five new 30-second commercials for general-market television and one Spanish-language commercial for the Hispanic market. The commercials integrate the invigorating thrills of driving a Suzuki vehicle, and in some cases, riding a Suzuki motorcycle. The campaign also features a broadcast spot that communicates a consistent strength of the brand, its ownership of America’s #1 Warranty. All broadcast advertising uses the themed mnemonic: “It’s gonna be a great ride,” accompanied by Suzuki Auto’s well-known “Way of Life” tagline. To subtly re-emphasize the point that the same company often thought of as a great motorcycle company also offers great automobiles, all spots end with the Suzuki logo “closing” as if it were a car door.
“Suzuki is a challenger brand and decidedly more interesting than a traditional status quo commodity, which means we have to entertain, intrigue, stand up and be noticed, make consumers rethink their opinions, surprise them, and make them listen,” said Carmen Dorr, creative director, Dentsu Next. “Creatively, that’s both a challenge and a dream come true.”
The television buy targets 25- to 54-year-old men and women and will appear on major networks skewing toward active-lifestyle programming, including Discovery Channel’s “Man vs. Wild,” ESPN’s NASCAR and NCAA basketball coverage. Additional cable support includes programming on A&E, FSN, National Geographic, NFL Network, Outdoor Channel, SPEED, TBS, TNT and VH1.
The Spanish-language television commercial, known as “Keys,” will air during shows targeting consumers with active lifestyles through the main Spanish-language networks, including Telefutura, Telemundo and Univision, as well as Mega-TV in Miami.
The broadcast spots are complemented by a series of print ads to further support Suzuki’s “Way of Life” positioning, which will be featured in active lifestyle publications such as Sobre Ruedas, Automundo, Sports Illustrated y National Geographic Adventure. Additional print support for the SX4 Crossover and all-new SX4 Sport extends to several auto enthusiast publications, including Super Street, C16 and Motor Trend. To reinforce the sophisticated styling and packaging of the XL7, Suzuki will advertise in publications such as Southern Living, Real Simple and Time.
“Keys” (30 seconds)
– Opens with a set of Suzuki keys flying through the air and being snatched by a passenger in a Suzuki Grand Vitara before falling to the ground.
– The voiceover says, “There’s only one car company where America’s #1 Warranty comes standard on every car and SUV.”
– The keys then get enthusiastically tossed from one Suzuki car to another throughout the city.
– The voiceover explains the details of Suzuki’s fully transferable warranty, clarifying the visual of the tossed keys.
– The voiceover asks, “What does a really good warranty tell you about the vehicle? ”¦ Everything.”
– Closes with the campaign’s signature line, “It’s gonna be a great ride.”
– Filmed in Los Angeles, Calif.2008 Suzuki Auto Product Line
Suzuki’s popular and versatile product line now features the spirited four-door SX4 Sport, along with a variety of cars and SUVs to match the needs of active lifestyles. The 2008 vehicle line also includes the bold and functional SX4 Crossover, exciting XL7 midsize crossover SUV, rugged Grand Vitara compact SUV, the popular Forenza sedan and Forenza Wagon, and the European-styled Reno. Every vehicle in the line provides Suzuki’s standout virtues of toughness, leading-edge style and high-end features at very competitive prices. All 2008 Suzuki automobiles are backed by America’s #1 Warranty: a 100,000-mile/seven-year, fully transferable, zero-deductible powertrain limited warranty.About Suzuki
The Brea, Calif.-based Automotive Operations of American Suzuki Motor Corporation was founded in 1985 by parent company Suzuki Motor Corporation (SMC) and currently markets its vehicles in the United States through a network of more than 500 automotive dealerships in 49 states. Based in Hamamatsu, Japan, SMC is a diversified worldwide automobile, motorcycle and outboard motor manufacturer with sales of more than two million new automobiles annually. Founded in 1909 and incorporated in 1920, SMC has operations in 187 countries. For more information, visit
” title=”http://www.media.suzukiauto.com.\”
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Knowledge is Power and this page is just the start. Hispanics/Latinos are a growing diverse force in this country. Check out some of the 54,866 items found on this site below or dig into the Site Map
Best of the Rest
- November 24, 2009
- Francisco Rodriguez Dead: Boxer Dies After Collapsing At Fight
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- LULAC has redesigned their website – (look much better imho – on a tech note there are a few RSS problems)
- As Senate preps for healthcare debate, petition gets underway to include undocumented immigrants
- LULAC is asking a judge to prevent Ohio state officials from canceling the registrations of more than 40,000 vehicles apparently driven by undocumented immigrants. – filed the lawsuit against state officials in Franklin County Common Pleas Court this morning.
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- Adolph Carranza remembers an unusual holiday donation from the Salvation Army. – New StoryCorps Historia
- Jose Fernandez tells his wife, Teresita, about the first Thanksgiving he spent in the United States. – New StoryCorps Historia
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- Interview with Bebel Gilberto- she just released a new album titled All In One
- November 23, 2009
- No Probable Cause? No Problem!: A U.S. Citizen Says He Was Detained Without Probable Cause by the Maricopa County Sheriff’s Office, and Then Jailed for Traffic Violations
- New breast cancer screening guide will disproportionately hurt black and Hispanic women
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- Lou Dobbs Calls Himself Latinos’ ‘Greatest Friend,’ Denies Tying Leprosy To Undocumented Immigrants – Interviewed by Maria Celeste on Telemundo’s Al Rojo Vivo
- November 21, 2009
- A federal judge dismissed dozens of immigration charges Thursday against the former manager of a kosher slaughterhouse, at the request of prosecutors who had already won a conviction on multiple counts of financial fraud. – Postville news
- Meg Whitman’s Latino Outreach & the Pete Wilson Connection – CA politics
- Poetry Series Spurs Debate on the Use of an Old Slur Against Latinos – “Spic Up/Speak Out” — at El Museo del Barrio
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- A fire destroyed 106 houses in the Ecuadorian Pacific coast city of Guayaquil and left more than 500 people homeless, as well as 14 children with symptoms of smoke inhalation.
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- Mexico’s top domestic security official said Friday that sectors of the general public have cooperated with drug cartels in the violent border city of Ciudad Juarez, and the government is about to launch new social programs there to combat gangs.
- Pro-Castro mob attacks spouse of top Cuban blogger – Yoani Sánchez
- Miguel H. Díaz is first Hispanic to represent U.S. at Vatican
- Efrain’s Corner: A Response to….”Puerto Ricans in New York Struggling…Still” Comment
- Puerto Ricans in New York Struggling…Still – Puerto Ricans are some of the most prominent figures in New York politics and culture, so some people are surprised when they hear that, overall, Puerto Ricans are among the poorest and least educated New Yorkers. Almost a third in New York are living in poverty.
- Lalo Alcaraz on Lou Dobbs (departure from CNN)
- November 20, 2009
- Police in Peru say gang members killed people to drain their fat for cosmetics
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- Interview with Aurora Anaya-Cerda, owner of La Casa Azul Bookstore – NYC
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- Immigration Reform: The Phone Call Heard Around the Country – On the call were Rep. Luis Gutierrez, D-Ill.; Nydia Velázquez, D-N.Y.; and Rep. Raúl Grijalva, D-Ariz. Immigrant rights advocates from various parts of the country also spoke.
- Digital out-of-home (DOOH) Effectively Reaches Latinos On The Go – few marketers truly utilized digital media when reaching out to the Hispanic community.
- A week after abruptly quitting his longtime job as a CNN television news host and commentator, Lou Dobbs said on Thursday he is considering career options including possible runs for the White House or U.S. Senate.
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Latest Essentials
- November 25, 2009
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- November 24, 2009
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- Raul Humberto Yzaguirre, 70, a veteran activist in the civil rights struggle of Hispanics in the United States, has been accepted by the Dominican Government as new American ambassador in the country.
- The Republican National Committee has hired Alex Castellanos, a long-time political strategist and GOP consultant, as an adviser.
- Telemundo’s disastrous Dobbs interview – “Interestingly enough, Dobbs was no bully and with his calm tone actually made his interviewer,” María Celeste,” look like a fool”
- Sarah Palin uninformed on Latino issues – A top adviser on Hispanic issues to John McCain’s presidential campaign said Sunday that a joint interview with McCain and Sarah Palin planned for Univision last fall had to be canceled because Palin was unprepared to discuss Latin America policy.
- Hispanic Caucus Finally Wake Up: It’s About Time
- The New General Market – Current trends suggest expanding Latino influence will blur the lines and Hispanic and general markets will collide, with the resulting merger revealing a new, evolved American general market
- November 23, 2009
- New Study: U.S. Hate Crimes Fall Slightly In ‘08; But Data Is Limited
- San Antonio’s Museo Alameda in financial straits
- It is Better to “Spic”? When Were Ricans Ever the Model Minority?
- Al Carlos sits down with Nancy De Los Santos, writer. Period.
- Guapa, it’s your genetic ancestry I love – study of DNA found that within Mexican populations, people tended to pick partners with similar proportions of Native American and European ancestry, while in Puerto Rican populations couples had paired up based on their shared balance of European and African ancestry.
- November 21, 2009
- Hispanic Caucus: ‘You Lie!’ Outburst to Blame for Senate Health Bill Provision on Illegal Immigrants
- Central American nations will demand $105 billion from industrialized countries for damages caused by global warming, the region’s representatives said on Friday.
- “They” Are “Us”: The Devastating Effects of Broken Immigration Policy on Children in Immigrant Families
- November 20, 2009
- Hispanic lawmakers say an old adversary, White House chief of staff Rahm Emanuel, has his fingerprints all over a push to prohibit illegal immigrants from buying health insurance plans in a new market for people who don’t get insurance through their employers.
- Some U.S. Democrats see momentum building for an overhaul of immigration laws that would legalize millions of undocumented workers, but analysts say a crowded agenda and struggling economy may once again sink hopes for reform next year.
- The current global crisis will cause the number of poor people in Latin America to rise by 9 million to 189 million this year, the U.N. Economic Commission for Latin America and the Caribbean said in a report presented on Thursday.
- Do Long Island Police Ignore Hate Crimes?
- Mexican migrants are spending more money on taxes in the United States than on the remittances they send home to relatives, according to a new study by Mexico’s largest bank, BBVA Bancomer.
- Ana Maria Perez Gonzalez, said to be the oldest woman in the world, died in Mexico this week. She was 119.
- Part of a Cuban blogger’s essay that advocates lifting the ban on U.S. travel to Cuba was read aloud at a House Foreign Affairs committee hearing. – Yoani Sánchez
- November 19, 2009
- TOP Ten reasons you should watch Lopez tonight not Conan
- Migration Policy Institute (MPI) Report Finds Immigrants Hit Harder During Economic Downturn than Native-Born Workers
- After a 3 year trial of producing regionalized news for several top 10 Hispanic market stations via the Telemundo Production Center in Dallas, the network is reverting to producing local news. Dallas, Houston, San Antonio, Phoenix and San Jose will once again have locally produced news.
- Nacional Records Sampler 2009 | The New Sounds Of Latin Music – 21 FREE mp3s over at Amazon – (cool!)
- Ironically, Latinos should be greatful to former CNN blowhard Lou Dobbs – commentary by Albor Ruiz
- When White Writers Do “Latino” Issues – It was chaos this week in the LA Weekly’s virtual mailroom, which received a deluge of reactionary attitude in regard to Christine Pelisek’s cover story “Chaos in the Casitas: Lawless, south of the border–style speakeasies get a grip on L.A.”
- More Than 60,000 Americans in 45 States Organize for Immigration Reform
- New Report Shines Light on Detainee Rights Violations in Minnesota
- CIS Report Attempts to Erase 100 Years of Data on Immigrants and Crime
- Video: Senator Menendez Speaks on Behalf of Hispanic Farmers’ Discrimination Lawsuit + update
- November 18, 2009
- New Report: More Than 2 Million Hispanic Households With Children Face Hunger – Hispanic households with children experiencing very low food security up almost 50%
- On November 18 at 8:00 PM Eastern time/5:00 PM Pacific, all across the country people are hosting house parties with their families, friends, neighbors, churches, classmates and anyone else who supports comprehensive immigration reform for America.
- Video report of Latina forced to give birth while in chains in Maricopa County, AZ courtesy of Sheriff Joe Arpaio (en Español)
- California’s Republican gubernatorial candidate Meg Whitman told a group of supporters Tuesday that she is making an unprecedented effort to attract Latinos to the Republican party – in South El Monte
- Hundreds of defendants awaiting trial for violent crimes in Dallas County have been deported by federal immigration officials and then set free in their home countries. – The practice goes back to at least 1991 and includes the release of murder, kidnapping and child rape suspects.
- Environmentalists alarmed by Puerto Rico policies – Sweeping from lush mountain rain forests to pristine beaches, a corridor of land protected by Puerto Rico’s last governor hosts dozens of rare and endangered species and was championed by celebrities who helped fight off resort proposals. – Now new Gov. Luis Fortuno has revoked the reserve as part of a drive to bring jobs and investment for the U.S. territory’s struggling economy. And activists see a broader pattern of looser protection for the island’s environment.
- Deporting undocumented students affects the chances for legal return if Congress doesn’t address it in immigration reform bill
