Miata Mailing List: May 1997, Message #296
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From: 	Richard_KAUFMAN@chi.leoburnett.com (Richard KAUFMAN)

Subject: Re: Mazda Bad-vertising

Date: 	Fri, 2 May 1997 18:08:35 -0500



    Rob,

    

    Alas, the reason Mazda has such atrocious advertising is probably not

    as simple as a mere dearth of good creative ideas.

    

    Think of the handful of commercials you really like. I'll bet that,

    whether they're for cars or beer or candy bars, they share certain

    qualities. Whether they're funny or dramatic or fill-in-the-blank,

    great advertising is always fresh, involving and memorable. It's

    insightful, in the sense that it speaks directly to the person who

    uses (or might want to use) the product. And great advertising is

    advertising that feels like it hasn't been done before. That Gumpesque

    Mercedes commercial? It says, in a most memorable way, that Mercedes

    is part of history (which is true). No car's ever said that in that

    way before. That new Porsche stuff? It captures the irreverance the

    Porsche buyer likes to believe he displays. And in an amusing and

    original way. Now look at Mazda's "passion for the road". What does it

    say? Words notwithstanding, it certainly doesn't convey a sense of

    passion. It comes across as a bunch of models driving cars with quick

    cuts over loud, pounding music. It just blends in with so much

    mediocre car advertising that's preceded it: a little Pontiac ("we

    build excitement"), maybe some Chevy, even a touch of Nissan ("we are

    driven"). (It's especially bad because it's not even recycling *good*

    car advertising!) And therein likes the real problem. Much of the

    business world is loathe to be the first to do something, because that

    would mean taking a risk. (Of course, you can argue that running

    stupid advertising is the greater risk, but most clients don't see it

    that way, and they're the ones who ultimately decide what gets on air,

    not the agency.) So - to get great advertising you need more than just

    great ideas, you also need a client who actually *wants* great

    advertising. A client who, in their hearts, believes that advertising

    can really connect with people and give them a positive feeling about

    their product. Most clients don't think this way. To them, advertising

    is an unpleasant but necessary business expense. Someone once said

    clients get the advertising they deserve. I think it's really true.

    

    Surprisingly, many clients who run bad advertising are shown good if

    not great advertising along with it. Many agencies hire writers and

    art directors who come up with really brilliant stuff. Really. Odds

    are the creatives at Foote Cone, Mazda's agency, have written a number

    of campaigns and commercials that you would love, that would make you

    (even more) proud to own a Miata. But you don't see this work because

    given a choice between great work and boring, insulting, derivative

    work, most clients will pick the latter. To them, it's a safer choice.

    

    The same thing happens in films, architecture and, of course, cars.

    Once in a blue moon someone will come up with something that's

    different and "right" and everyone else will try to copy it.

    Excellence is, by definition, rare. Look at what the Mazda engineers

    had to go through to keep the Miata from being a 323 with a

    convertible top. It is somewhat ironic that the commercial for a Miata

    is a Capri.

    

    Hey, sorry for the long length. I promise not to preach anymore!

    

    Richard

    '91 BRG

    Chicago



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Subject: Mazda Bad-vertising

From:    "Rob Benzie" <rbenzie@torqmail.sunpub.com> at ~Internet

Date:    5/1/97  10:43 AM



Miataphiles:

Many good points on the shoddy advertising Mazda has saddled itself with.

They make the best affordable sports car in the world in the Miata and a very

good looking luxury sedan in the Millenia yet their ads are uninspiring and

forgettable.

Meanwhile, companies like VW which make boring cars have exciting ads for

their listless products. It's very frustrating.

The best ads on TV are the Mercedes-Benz heritage ads - the Forrest Gumpian

scenes of past Benz heroics morphed into one gorgeous and seamless spot are

memorable - and the new Porsche Boxster print and TV commercials. There was a

massive Boxster billboard here in Toronto with "1956 meets 2001" emblazoned on

it. Wow! Also, love those humorous TV ads with the German family.

Hopefully, Mazda will get their act together for the 1998 Miata.

Any ad guys on this list who might have some suggestions or proposals for

Mazda campaigns?

Cheers,

Rob Benzie

95 Laguna blue