Say what you will of Chevrolet’s “Real People, Not Actors” ad campaign, but it’s producing results for the brand. The advertisements have penetrated the market in a way Chevrolet never saw coming after the idea was born from a standalone Chevrolet Colorado ad.
The campaign has also won awards, despite its mockable presence. Naturally, there will be emulators—and it’s Mazda.
The Japanese automaker recently rolled out its “Driver’s Choice” advertisements, which feature a familiar formula. Though, maybe it’s a little more believable. Owners of premium vehicles test drive cars that are completely outfitted with camouflage, only to reveal the car they liked most was actually a Mazda. Like Chevrolet, any comments from the real people preferring rivals is edited out.
“Responsive,” “intuitive,” and “high quality” are a few buzz words found in the advertisements. Mazda’s spokesperson then invites those watching to “discover a smarter premium.”
The days of catchy jingles seem to be long gone; advertising is all about the real people these days.
Comments
This gives me that ‘not-so-fresh’ feeling. And it’s nothing Massengill products can help.
Are they trying to conquest-sell from Chevy? Audi? BMW?
Sounds like a job for ‘Mahk’ – ‘This has already been done’. How do marketers justify doing the same thing? ‘Oh, it’s an older demographic. Oh, they took off badging but we end up showing badging?’
Unless it was client-driven (fairly likely), there’s no way an ad agency should get paid for doing what’s already running.
I saw it on-air this weekend, and was like. ‘whaaa? Helen Mirren likes Mazda?’ Mahk – get on it.
It is justified because they took studies and found the Chevy one worked.
This is a result of a mix of dense public that are easily lead. A advertising firm that is lazy. Then there is a marketing depRyment top heavy with people fresh out of collage and no passion for their own product or well connected to the customer.
This is a wide spread problem for all firms.
I like how they always seem to find people who don’t know a thing about cars and their various design characteristics from manufacturer to manufacturer. Any of us would look at it and say automatically just by the styling and shape: “Oh that’s a Mazda”.
You would be suprised how many clueless people there are.
Also they have hours of footage and anyone saying Mazda ended up on the cutting room floor.
Editing is ke to the ads.
Some of us definitely know our cars and will stick with the manufacturer that we prefer, but I think most people buy cars the same way that they buy furniture. If it feels good, looks good, is the right color, has the right features and the best price, then that’s what they buy and it has absolutely nothing to do with the brand. Just take a drive down any neighborhood street and look at the cars in each driveway. Very few have all the same brand or manufacturer.
Wait… what?
You’re suggesting people who don’t stick with one brand are idiots. Last time I checked each brand has hits and turkeys. What — because I drive an Encore my wife is obliged to drive a Buick?
:eyeroll:
.
They know nothing about cars but know how to say ‘the stitching adds a level of refinement’ and ‘I’ve always trusted Mazda’.
Different company, same scripted marketing speak.
Can’t wait for that “Mahk” guy to get a hold of this one.