Car manufacturer Suzuki U.K. has launched a new brand campaign called “Suzuki Good Different” with the help of its lead creative agency Iris. 

The brand wants to celebrate the perception that its cars are different from others. While it’s known for its cars such as the Jimny or the convertible Grand Vitara, Suzuki U.K.'s latest models include new tech and safety features as well as being hybrid—making them not just different, but “Good Different.”

The campaign includes a 30-second video that takes you through a fantasy-style Suzuki factory that gives off a similar feel to “Willy Wonka & The Chocolate Factory,” with cars instead of candy. A voiceover says “fun is built into everything we do” while showing a man whispering jokes to every screw before putting it in place.

The fun continues with “tech jargon” being put into a machine that makes it easier to understand. It continues by explaining the “warm, fuzzy feeling” that comes with the cars is due to grandma’s knitting life-size cardigans for them—which are actually real.

“The very nature of the idea, Good Different, meant that we could only execute this idea in a way that breaks category convention, and let's face it, the world doesn’t need another car advert driving through a city or a winding mountain road,” Ross Taylor, creative director at Iris, said in a statement. “Needless to say, it was one of the most fun and creative projects to work on, the way it should be, every time.”

The spot was directed by Olly Williams, who used his production design experience to create 3D models of all the sets used in the video. It will play across TV and video on demand, and will hit the cinema late this month.