Suzuki GB and ITV have united to bring TV personalities Ant and Dec to prime-time television in a promotion for the Vitara.
The campaign, called Super Suzuki Surprise Saturdays, will see members of the public taken on surprise road trips by Ant and Dec in the car.
It is part of a two-year deal started at the end of 2015 which also includes sponsorship of Ant and Dec’s Saturday Night Takeaway.
In the fun new #suzukisaturday spots viewers will see the pair on the road in a Suzuki Vitara picking up unsuspecting members of the public and taking them on a special journey.
So, one is chauffeured to her wedding, and another delivered to a gig with his marching band.
All participants have been nominated by their friends and families so are taken by total surprise.
The new spots are running on ITV1 each Saturday night, from August 27 until October 8, alongside prime-time programming including entertainment shows The X-Factor, Go For It, and The Jonathon Ross Show.
The TV activity is supported with a range of social extended edits, which will run across Facebook, YouTube and Twitter. The campaign extends off screen in Suzuki dealerships.
Megan Miller, Suzuki communications executive, said: “The challenge this time around was keeping the content fresh and entertaining for our audience. We are delighted with the results and hope people have as much fun watching as we did creating them.”
Simon Daglish, ITV’s deputy director of commercial, said: “Suzuki was our first partner when we launched ITV AdVentures, which offers an innovative and engaging way to connect with consumers. The development of the campaign continues to put Suzuki at the heart of Saturday nights on ITV with bespoke branded content and is a fantastic example of the scale and creativity we can offer advertisers.”