Re: Mazda ads zoom, zoom, zoom

From: Brandi Jasmine <brandi_at_brandijasmine.com>
Date: Thu 26 Apr 2001 10:22:46 -0500

JENNIFER PAUL <jpaul_at_youngdrivers.com> WROTE:

> Take a look at the latest Mazda ads zoom, zoom, zoom
> I don't hear anyone laughing.

I am. At the idea that the ad is aimed at kids,
anyway <g>.

TO WHICH GERI KONSTANIN <geri_at_virtualadv.com> REPLIED:

>Remember "Zoom" has meaning to more people older than 7.
>It says the car goes fast, which is tailored to Mazda's
>customer long-standing demographics - "sporty" types. But
>Mazda isn't likely to be laughing all the way to the bank
>with these ads . Their sales need boosting now, not 10
>years from now when these 7-year olds whom you apparently
>feel the commercial is directed are driving..... These
>commercials are not likely to do it. Besides, I doubt
>many parents would say ok if their kid said - "Daddy-
>buy that car it goes zoom"

Exactly. Mazda is not trying to sell these cars to 7
year-olds. Their demographic is "parents" ... "with 7
seven year olds". The message is that the car goes fast,
it's young, sporty and cool ... I doubt it crossed
anyone's mind at Mazda that any kid would go "Daddy, buy
that car!" - any more than they honestly believe
draping a swimsuit model across a car is going to make
men think they are actually going to get laid by buying
one (sorry fellas).

Sexy models and cute kids move products aimed at
middle-aged parents who are insecure, miss their
carefree days and vulnerable to an emotional pitch.
This has nothing to do with kids at all. The kid is
cute, the ditty is memorable, the audience is mainly
fathers with young children who want to recapture their
own youth! The ad effectively brings you back to your
own childhood. Makes you remember what it was like to play
with cars. Only now you get to play with a big car. Buy
our car and feel like a kid again. Get it?

Kind regards,

Brandi Jasmine
Writer, Digital Photographer, Illustrator
        www.brandijasmine.com
www.astrology.ca - www.twostar.com
      brandi_at_brandijasmine.com



Received on Thu Apr 26 2001 - 10:22:46 CDT