I’ve seen a Mazda TV commercial a few times over the last week or so and it offers up some nice imagery. A boy doing ballet in a locker room. A girl punching the weight bag. Footage of a car leaving traffic for a circuitous above-the-fray highway — stuff like that. The attendant voiceover poetically winsome.
At the end of the spot the voiceover echoes “Spread your wings,” a nice accompaniment for a deconstruction of the Mazda logo made to look like wings. But for the most part there was no real tie to the car – certainly not rational tie. Film making.
The tagline to sum up all the ad: “Feel Alive.” Talk about setting the bar low. As opposed to feeling dead???
I know car ads are tough. But whats the insight here? Old people are bored? Buying a car is as boring as watching TV? Roy Elvove, a great adman friend of mine taught me to watch commercials and back out the strategies. Now I watch them and try to back out the insights. Kind of at a loss with this ad.