Suzuki Motorcycles and ATV's Launch New 'Get Out of the Way' Campaign Targeting Serious Riders

SANTA MONICA, Calif., Oct. 21, 2002; This month, Suzuki Motorcycles and ATV's will unveil a new campaign centered around the theme "Get Out of the Way." The first spot debuted on ESPN Oct. 11.

"Colby & Partners' goal with this new campaign is to identify a core emotional theme that would ring true for the serious motorcycle and ATV rider," said Richard Kimes, Colby & Partners Vice President and Management Supervisor. "This new campaign injects an edgy sense of excitement tied together with a true authenticity and powerful imagery that appeals to this audience."

Each spot features a different Suzuki motorcycle or ATV model, including the Volusia Intruder 800 Cruiser, the QuadRunner Vinson 500 ATV, SV 1000S Street Sport Bike and GSX-R 1000 Sportbike. The spots' core message touches the exhilarating experience and thrill of riding each specific motorcycle or ATV.

In the first 30-second spot to air, viewers hear while watching the Suzuki Intruder Volusia 800 cruiser: "If trips to you mean suitcases on rollers...If your dining guide isn't a gas/food/lodging sign...If you don't get beyond two-day growth...Or never used a tanker truck as a vanity mirror...Get Out Of The Way."

The print, which will break in February enthusiast publications such as Cycle World, mirrors the same copy and attitude with nine different campaign executions. Both the television and print ad prominently feature the Suzuki motorcycle and are accompanied by key product information. Two spots have been produced with two more slated to be shot before the end of the year. The campaign will run throughout the 2003 model year.

About Colby & Partners

Dentsu's Colby & Partners is a full-service agency based in Santa Monica, Calif., with $150 million in billings. The agency's client roster includes Suzuki Automotive, Suzuki Motorcycles and ATV's, Beverly Center, California Avocado Commission, Contessa Food Products, Hotel Bel-Air, Mervyn's Department Stores, Paramount Domestic Television, and Wherehouse Music

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