New York Times ad critic Stuart Elliott’s November 13th column takes a look at Suzuki’s innovative car campaign, themed “It’s gonna be a great ride,” now running in print, on cable and over the web.

The campaign, which so far does the tongue-in-cheek thing with the road captain rider removing “his” helmet only to shake out a huge extension — didn’t know you could fit that much hair under a helmet — as she and her Rodeo Drive wild thing pack surround the previously threatened car driver to return his left behind cell phone. Great line, “You left this at the diner. It’s got a new number in it,” proves the point that women, even those who ride in packs, get all gooey for men in like branded cars.

I think the spots do a good job of getting across the idea that Suzuki makes both bikes and cars. Or is it because I already knew that? For the average consumer, it might make the point. Or just muddy the water.

As one of only three (Honda, BMW) bike builders who also make cars Suzuki makes good use of cross product pollination. And they are fun, continuing a rich tradition among advertisers of setting up any group of two or more riders as potentially hazardous until proven otherwise.