A lonely highway, a car on adrenalin and a big, mean truck – these form the backdrop for the new Maruti Suzuki Sx4 TVC that seeks to project the car as ‘the man amongst cars’. Conceptualised by Lowe, the TVC broke on major channels on August 26.
Sanjeev Handa, Deputy GM-Marketing, Maruti Suzuki, said, “The brief given to Lowe was very simple – make the Sx4 stand out in the crowd.”
Commenting on the though process behind the TVC, Anand Suspi, Group Creative Director, Lowe, said, “The client told us that the Sx4, with its muscular looks, taller stance and awesome power, stood out amongst other cars. The brief was to single-mindedly communicate this in as emphatic a manner as possible. The entire creative process took about two months. We developed 4-5 different scripts, but nothing really hit the bull’s eye. Some scripts were tame, while others were too layered. The client was very clear that it had to be simple, powerful and communicate the machismo as effectively as possible. Finally, we came up with this campaign and all of us instantly felt that this was a winner.”
The TVC shows a man in his Sx4 on a highway, when a huge truck comes up behind his car. With the truck honking insistently, the man gives way. However, instead of overtaking him, the truck keeps tailing him with the horn blowing constantly. The man driving the Sx4 realises that the truck driver is looking for some trouble, so he speeds away. But the truck continues to chase him.
The man then zooms ahead, spins 180 degrees and speeds straight towards the truck. With both vehicles speeding towards each other it is a case now of ‘Who blinks first?’. The truck driver loses his nerve and grinds to a halt, but the car continues to race towards the truck and stops a few metres before the truck in a face-off mode. After a few moments, the car turns around and heads its way. The ad ends with the voiceover stating: ‘The man amongst cars. Sx4’.
The team behind the TVC include Amit Sharma, the director; Amit Roy is the cinematographer, while Hemant Bhandari is the producer. The production house is Chrome. Music director for the ad is Samiruddin. The TVC has been shot in Jaislamer.
“We are targeting whole of India, which includes affluent villages as well,” Sanjeev Handa said, adding, “We are sponsoring the Man of the Series in the ongoing India-Sri Lanka ODI series for the last two matches.”