Suzuki: Land Shanties

Suzuki Australia has created an album of Land Shanties as a soundtrack to the Suzuki Vitara, brought to life by re-nowned sea shanty band, The Longest Johns, across TV, online, radio and streaming services. The seven-song concept album, about one man's odyssey to buy almond milk for his sweetheart, is now available to stream on Apple Music, Spotify and at suzuki.com.au.

Says Michael Pachota, General Manager - Automotive, Suzuki Australia: "The Vitara, the flagship of our fleet, makes every trip an adventure, even if you're just nipping down the shops. So, it made sense to bring that to life with an album of Land Shanties, and then use that album to bring the integrated campaign to life. This soundtrack is for the Vitara but we’re hoping it has wide appeal, as we know that every time someone listens to it in another car they will have a positive Vitara experience and they are more likely to become a future customer."

Says Matt Lawson, Chief Creative Officer, Deloitte Digital: "Sea Shanties made tough voyages at sea much more fun, so, imagine what they can do for fun voyages. We wanted to make a family-friendly album that yes, helped make the advertising, but also made the product more fun. Land Shanties is designed to be played as a backdrop to all your belt-bucklin' escapades, or just finding a park at the supermarket. In these times, with so many drives being, well, perhaps less adventurous than we'd all like, we wanted to take the opportunity to really romance the everyday and put some more joy into those small moments."

The campaign has already driven unprecedented demand for both Vitara test drives and Land Shanty streams with the full album already hitting 50,000 streams this week.

The campaign will be rolled out across TV, radio, social, online and outdoor channels.