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Suzuki subverts industry norms in playful new ad

The Best Kept Secret on the Road campaign by Suzuki

UK – Japanese car manufacturer Suzuki has launched a campaign for the new Suzuki Swift, subverting traditional car advertising norms by hiding the product, instead of making it the hero.

Created by integrated creative agency TMW, the campaign emphasises the car as ‘the best kept secret on the road’, playing on the idea that only a small number of drivers own a Suzuki Swift, and those who do would rather keep it that way.

In tv, digital, OOH, social and radio ads, proud owners go to amusing lengths to keep their cars hidden. Some camouflage their car with leaves, others turn off street lights or park behind hedges.

TMW’s creative approach marks a bold departure from formulaic car ads, aligning with Suzuki’s Good Different platform. Head to our Mobility topic for more automotive brands defying conventions and setting new industry standards.

Strategic opportunity

Produce consumer-centric campaigns that create an in-joke between your brand and your customers, forging a sense of community and strengthening brand loyalty

John Lewis secures approval for first residential development in London

John Lewis, UK

UK – John Lewis has received the green light to transform its Waitrose supermarket site in Bromley, London, into a residential community featuring 353 rental homes. This marks the company’s inaugural venture into the housing market, following its 2021 announcement to diversify into residential property.

Following planning approval from the London Borough of Bromley, the project will redevelop the Bromley South Waitrose site. The new development will consist of energy-efficient one-, two- and three-bedroom apartments, including a selection of affordable homes prioritised for Bromley residents and workers.

The John Lewis Partnership, which also operates Waitrose supermarkets, will own and manage the build-to-rent homes. In addition to the residential units, the site will include shared fitness facilities, communal work and social spaces, new public green areas and amenities like a café designed for local schools and community groups.

The company expects the development to inject about £70m ($89m, €81.5m) into the local economy in the first decade, through increased council tax and local spending. John Lewis plans to expand this model, with more branded homes on the horizon, showcasing how brands can adapt to diversify revenue, a topic we explore further in Elastic Brands.

Strategic opportunity

As governments fail to address consumers’ welfare requirements, consider how you can step in and offer affordable services in key sectors such as housing and healthcare

Rolling Stone Africa launched with Afrobeat legend on the cover

Rolling Stone Africa

Africa – Rolling Stone magazine has launched Rolling Stone Africa, marking a significant expansion of the publication’s legacy of celebrating ground-breaking artists and culture.

The inaugural cover features Afrobeat legend Fela Anikulapo-Kuti. In a press release, Rolling Stone Africa co-founder and CEO David Romuald DR Bellegarde-Smeralda explained that Fela’s enduring legacy as a pioneer of Afrobeat and champion of African culture made him the perfect cover star.

The magazine will prioritise digital engagement, offering content through a mobile app to make the magazine accessible to a global African readership.

Contributors from Kenya, South Africa, Nigeria, the UK, the US and Uganda will be featured in Rolling Stone Africa, tapping into diverse cultural perspectives and delivering an expansive view of African arts, music and culture.

Rolling Stone’s move into Africa showcases the continent’s rich and diverse narratives. In our Emerging Youth: Nigeria report we highlighted how the African country’s vibrant art and music scene is shaping youth culture around the world.

Strategic opportunity

As the African youth market grows in size and influence, consider how your brand can collaborate with local talent and spotlight cultural icons to authentically engage with this dynamic and expanding demographic

Stat: China’s marriage rate at its lowest since 2013 amid economic concerns

Photography by Dynamic Wang, Hainan, China

China – The number of Chinese couples marrying in the first half of 2024 is at its lowest level since 2013, with 3.43m weddings recorded, a fall of 498,000 from the same period in 2023, according to official figures. The decline is being attributed to young people deferring nuptials amid a slowing economy and rising living costs. Despite a brief increase in 2023 following the easing of pandemic restrictions, the marriage rate in 2024 is expected to drop to its lowest level since 1980.

Many young Chinese are opting to stay single or delay marriage due to poor career prospects and future uncertainties as economic growth slows. Marriage is regarded as a prerequisite for having children in China due to various incentives and policies, such as the requirement for parents to present a marriage certificate to register their child and receive state benefits.

In response, China’s Civil Affairs University has announced a new undergraduate marriage programme to develop wedding-related industries and culture, but this has drawn criticism from social media users who have questioned its relevance given the declining marriage rates.

We have previously discussed the emergence of quiet quitting and apathy around typically significant life accomplishments in China. In our Emerging Youth: China report we analysed Gen Z lifestyle, new age patriotism and the ‘lying flat’ trend.

Strategic opportunity

Develop and market products and services specifically for single-person households and non-traditional family structures that are tailored to individual needs