Topic: Mazda zooms in with new company slogan: "Driving Matters"

[JohnnyMac]

I actually don't think advertising affects my decision at all, much like the sales person at the dealer.  I only care about the product and how it feels when I drive it.  That being said vast majority of people don't test drive everything under the sun in order to find what they are looking for.  Hell some don't even read vehicle reviews.  So I understand that marketing is important to get the customer in the door and get them to try your vehicle.  I tend to enjoy car commercials that are rather humorous.  People keep talking about catch phrases and I have to say there aren't many I can say off the top of my head, Zoom Zoom of course, Confidence in Motion is Subaru I think, Ultimate Driving Machine for BMW, and that's about all I can come up with.

[pcsp]

Hard to predict what works in marketing. I really believe the successful catch in the Zoom Zoom campaign was the presentation of the young boy whispering "Zoom, Zoom", not the implication of superior performance. Same with the old lady asking "Where's the beef?" We don't necessarily associate Wendy's with extra proportions of beef, but we do remember the old lady and her brilliant delivery. Will "Driving Matters" be successful? Probably not. The 20-40 age demographic (that Mazda surely must be targeting) care less about driving now and more about the destination and the conveniences/toys that are provided along the way.

[redman]

The ad follows the trend of a mini movie. In the respect it's well done and successful.

I think it will do what it was supposed to do a leave an impression in the mind of a potential buyer.

It may not be the deciding factor in buying the new MX-5 but adds to a brand identity.

[Northernridge]

An old adage in the business (ad biz) is: the best you can hope for from your advertising is to reinforce what is already believed to be true.

This is why auto enthusiasts call BS on so much advertising...they are typically more in tune with realities of a given car.

A good creative director spends a lot of time trying to figure what sort of 'truth' she/he can work with and goes from there.

[Kris78]

That ad was directed at me so much it felt like it punched me in the face.

Of course, I wasn't nearly so lucky as to have a Miata to drive during my high school/college days.

I'm not sure WHO the ad is targeting

I felt that the ad was targeting Fathers. Fathers who may have owned a cool car - or wished they owned one - prior to having kids. So, they have the realistic family vehicles, and the one that we wish we could also have. Which is me.

[johngenx]

Mazda needs to show that despite being a smaller maker and not having a large line up of vehicles (no van, no trucks, etc) they can meet your needs through all stages of life.  They then need to show that those same vehicles elicit emotional responses and are not only serve the needs of the owners, but provide enjoyment.

Including the NA Miata shows Mazda's history of making passion-inducing cars and makes the story realistic and better.

It's a solid ad - one of the best I've seen from Mazda in a LONG time.  It can be the foundation for a series of ads that then highlight the various products.

[sszoomzoom]

That ad was directed at me so much it felt like it punched me in the face.

Of course, I wasn't nearly so lucky as to have a Miata to drive during my high school/college days.

I'm not sure WHO the ad is targeting

I felt that the ad was targeting Fathers. Fathers who may have owned a cool car - or wished they owned one - prior to having kids. So, they have the realistic family vehicles, and the one that we wish we could also have. Which is me.

I felt the same way. The add gives me the feeling that I need to go buy the MX 5 right now. Never wanted to buy something because of an add until now, but I drive a Mazda so that might be the answer why.

[Weels]

Agree this is a solid ad.
Interesting to compare Mazda's direction "driving matters" and GM ads "we have built in wi-fi"

[Solstice2006]

The slogan reminds me of VW, "Drivers Wanted"

[mlin32]

The slogan reminds me of VW, "Drivers Wanted"

I thought it was "Das Auto".....

[Snowman]

The slogan reminds me of VW, "Drivers Wanted"

I thought it was "Das Auto".....

Now it is but before it was.



One of the best slogans in auto ad history.

http://www.adslogans.co.uk/hof/3top10.html

[johngenx]

Anyone remember the awesome 944 Turbo ad?

https://www.youtube.com/watch?v=dvTVk0doJJM

Mercedes gets it.

https://www.youtube.com/watch?v=tejCak0TAa0

Now Porsche ads are about slowly cruising along freeways and looking up at office buildings and hanging with your friends at the latest coffee spot.   

https://www.youtube.com/watch?v=tvDUGgTo-FY

[tooscoops]

mazda like every company has it's weaknesses... about time they actually started trying to emphasize their strengths... or at least, perceived strengths. or maybe historical?

whatever the case, I find most Mazda's are a enjoyable drive (for someone who actually is looking to feel the ride)... they are doing it right in my mind... try to appeal to those who want more than an appliance, but can't afford (practically) a more "performance tuned" machine.... exactly where mazda sits... not the best car, but for your buck, one of the best driver's cars.