Dentsu Impact's Ritz ad truly international
06 Jun 2009
Suzuki Ritz, the latest entrant in the Indian auto market, has come up with a its second television commercial by Dentsu Creative Impact.
The film has been directed by Maurizio Longhi. The commercial's crew is from Malaysia, the director from Italy, part of the cast from Australia, and of course, teams from India and Japan.
The Ritz has a tallboy design, roomy cabin space and the new generation K12 engine that delivers best in the class mileage developed by the Suzuki team in Europe.
The commercial captures the personality of both the car and the owner and his aspirations.
The advertisement shows a Maruti Suzuki Ritz as it climbs up a spiral skyscraper parking.
Alongwith routine moments of life, the Ritz continues to climb up the spiral architecture, finally reaching the top, to a beautiful city skyline.
The brief from the client was to strengthen Maruti's position in the A2 segment, which is the largest and fastest growing in India, with a slew of international players lined up to take a share of this pie.
Given the fact that Swift is the existing bestseller in this segment, the agency had to ensure that there would be only minimal cannibalisation between the two brands.
The latest Ritz ad was preceded by the 'Entry' television commercial, which heralded the launch of the premium hatchback in India. The ad broke on major channels on 15 May 2009 and attempted to capture the essence of the car by way of romanticising the design and the drive.
The latest ad, called 'Development' broke on May 29, and seeks to weave in glimpses of the Ritz buyer and his attitude of enjoying everything he does - be it at home, work or with his friends, summed up in the baseline: 'Live the Moment'.
