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Poking fun at SUV extravagance, Colby Effler & Partners is emphasizing simplicity in its first advertising campaign for Suzuki’s new SUV, the XL-7.
The Santa Monica, Calif.-based agency is set to unveil three 30-second spots along with four 15-second teaser ads in January. Starcom Media, Chicago, is handling most of the media buying on the estimated $35 million account.
Colby’s media mix will include national cable and local television. Print ads will appear in enthusiast magazines such as Car and Driver and Motor Trend.
“The spots are really interesting in that they poke fun at all these really big, excessive SUVs,” said Colby Effler principal Rick Colby.
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