I've always been perplexed by ads like this new global spot for the Mazda 3.
Clearly it's an extremely bad ad, in the sense that it will not perform well by any of the common metrics such as recall, persuasion, or effect on brand perception scores.
But what confuses me is that it is not a bad ad in the sense that it was trying to be good, and failed. It isn't even trying to be good.
Nowadays, thanks to technology, we can make advertising that consumers can interact with. They haven't tried to do that. In the 1960s, Bill Bernbach showed we can make ads that are insightful, engaging, and entertaining. They haven't tried to do that. Pre-Bernbach, there was a belief that a good ad focused on a USP. They haven't tried to do that.
They basically haven't tried to make a good ad at all, they have basically just shot the brochure.
Are they scared of interactivity? Were they worried that if they tried to be insightful, engaging or entertaining, that would be bad?
Was there even an agency, or did Mazda just lend the car to a production company?
If there was an agency, did Mazda direct them not to include an idea?
Was there a script? If so, I don't even know how you write a script like that.
But just as an exercise, I'll have a go.
I'm guessing it would go something like this:
We open on a Mazda 3, on a rooftop. A man approaches. He walks around the car. Cut to a shot of the interior. Cut back to an exterior shot of the car; the man touches it. Close-up of his eye. Cut back to interior of the car, the man is now inside. He presses the 'Engine start' button. Cut to a driving shot of the car. Cut to another driving shot of the car. Cut to another driving shot of the car. Cut to an interior shot, the man turns a knob. Cut to the instrument panel - he has selected the Facebook option on the onboard computer. He has received a Facebook message from a friend. Cut to the speedometer. Cut to another driving shot of the car. We see under the car's 'skin'. A super appears, 'Skyactiv technology.' Cut to machinery inside the car. Cut to another driving shot of the car. Another super appears, 'The all-new Mazda 3.' Cut to logo.
So... did someone write this? Did an actual copywriter sit down in front of a computer and type those words?
It's like they're playing a completely different game.
If anyone knows how ads like this get made, please enlighten me.