Suzuki Pakistan: The Kindness of Children Advertisement

BS (HONS)

MADINA TARIQ
F20BAMS018

INSTRUCTOR
Ms. Amna Waheeda

DEPARTMENT OF MEDIA STUDIES

KINNAIRD COLLEGE FOR WOMEN,
LAHORE, PAKISTAN

FEBRUARY 14, 2024

SUZUKI PAKISTAN: KINDNESS OF CHILDREN 2

Suzuki Pakistan: The Kindness of Children Advertisement

Pak Suzuki Motor Company Limited (PSMCL) is a household name in Pakistan,

synonymous with reliable and affordable vehicles. Established in 1982, the company has

become the market leader, boasting over 60% market share in the automobile industry. Its

partnership with the renowned Japanese automaker Suzuki ensures high-quality standards and

continuous innovation, offering diverse options for cars, motorcycles, and pickups.

Suzuki Pakistan is not just about vehicles; it's deeply invested in the community.

Their corporate social responsibility initiatives demonstrate their commitment to

environmental sustainability, safety awareness, and social development.

In 2019, during the holy month of Ramadan, Suzuki Pakistan released a powerful and

emotional advertisement titled "Kindness of Children." This 90-second ad took viewers on a

journey through a chaotic traffic jam, highlighting the frustration and anger often associated

with such situations.

But amidst the negativity, a beacon of hope emerges. A group of children, displaying

an innate innocence and kindness, help an elderly man safely cross the road. This

heartwarming act serves as a stark contrast to the road rage displayed by adults, prompting

viewers to reflect on their own behavior and question whether they choose kindness even in

challenging circumstances.
SUZUKI PAKISTAN: KINDNESS OF CHILDREN 3

Concept

The ad depicts a busy traffic jam where drivers are losing their patience and

expressing road rage. In the midst of this chaos, a group of children navigate an elderly man

through the cars, helping him safely cross the road.

Message

The ad aims to challenge viewers to reflect on their own behavior on the road and

encourage them to practice empathy and kindness, even in stressful situations.

Colours

The ad primarily uses muted tones like greys, browns, and blacks to depict the

congested traffic jam and the frustration of drivers. This creates a sense of tension and

negativity. When the children appear, they wear brighter colors like yellows, blues, and reds.

These hues stand out against the dull backdrop, symbolizing hope, innocence, and positivity

Theme

● Road rage vs. kindness: The central theme is the stark contrast between the anger

and impatience of drivers stuck in traffic and the genuine kindness displayed by the

children. This highlights the importance of choosing empathy and compassion even

in stressful situations.
SUZUKI PAKISTAN: KINDNESS OF CHILDREN 4

● Vulnerability and protection: The elderly man represents vulnerability, evoking a

sense of protectiveness and responsibility in viewers. The children's act of helping

him signifies the power of small gestures and the value of caring for others,

especially those who might need it most.

● Hope and inspiration: Despite the initial negativity, the ad ultimately offers hope

and inspiration by showing that even small acts of kindness can make a difference.

This motivates viewers to reflect on their own behavior and consider practicing

kindness in their daily lives.

Emotional Appeal

● Contrast: The ad displays the negativity of road rage with the purity and innocence

of children. This sharp contrast creates a powerful emotional impact, highlighting the

potential for good even in frustrating situations. Seeing the children's genuine

kindness amidst the anger of adults evokes feelings of hope, empathy, and a desire to

be better.

● Vulnerability: The ad portrays an elderly man, a demographic often associated with

vulnerability and dependence. This evokes a sense of protectiveness and compassion

in viewers, making them connect with the children's act of kindness on a deeper level.

● Universality: While the ad is set in Pakistan, the emotions it evokes are universal.

Everyone has experienced frustration on the road, and everyone can appreciate the

value of kindness. This makes the ad relatable to a wide audience, regardless of their

background or location.

● Hope and inspiration: The ad ultimately offers a message of hope and inspiration. It

shows that even small acts of kindness can make a difference, and that even in

challenging situations, we can choose to be compassionate and understanding. This

leaves viewers feeling uplifted and motivated to practice kindness themselves.

SUZUKI PAKISTAN: KINDNESS OF CHILDREN 5

● Cultural relevance: The ad aired during Ramadan, a time of heightened focus on

charity and good deeds. This cultural context adds another layer of meaning to the

ad's message, making it even more impactful for its target audience.

Conclusion

The ad's color palette, thematic elements, and psychological appeals work together to

create a powerful and impactful message about the importance of choosing kindness.The ad

portrays children displaying prosocial behavior, which can have a powerful influence on

viewers. Seeing children act kindly can encourage adults to do the same, demonstrating the

power of social learning and modeling.

This ad goes beyond product promotion; it tackles a social issue and delivers a

poignant message. By analyzing its colors, themes, and psychological elements, we can

understand its deeper impact and how it resonates with audiences. The ad creates cognitive

dissonance in viewers. This mental discomfort can motivate them to change their own

behavior and avoid acting out of anger or frustration.