Fit for fight.
12 September 2007As usual, it’s been a long while since I’ve written anything here. To my defence I can only say that I’ve been busy. Busy because, as many of you already know, I finally removed my thumb from my backside and left Düsseldorf and Germany to venture back to my safe harbour of Stockholm. And a move like that entails a lot of work; organizing, packing, unpacking and then organizing again. To top it all off, I left the comfort of JWT without a clear idea of where I’d start working again, or what I’d actually be doing there [wherever there may be] once I started. And at this point in time it’s still not any clearer – even if a good number of very nice people want to show me the way. But the fog is beginning to lift…
Anyway, I’m going to do it again and mix business with pleasure. You see, the months before I left Düsseldorf were obviously very hectic. Moving’s never easy. But to make matters even more complicated than they already were, while I was finding a mover and cancelling all my contracts I was also completing my final campaign for Mazda. I was actually in Prague on a shooting up until the weekend before I left Germany. Luckily I’m fit enough to handle that kind of stress. Which brings me to:
Mazda2 - Fitness comes as standard
Use: 2007 Pan-European
Agency: JWT-Düsseldorf
Client: Mazda Motor Europe
Creative Director: Eddy Greenwood
Creatives: Kurt B. Geiger/Igor Karpalov
Agency Producer: Marie-Louise Seidl
Director: Paula Walker
Director of Photography: Rolf Kestermann
Production Company: Hager Moss
Post-Production: ARRI
Music: The Infadels “Can’t Get Enough”
Print Photography: Hervé Haddad [models] & Mert Dürümoglu [cars]
Check out the cinema version of the TVC:
Mazda2 - Fitness comes as standard.
Check out the Making of the TVC:
Making of Mazda2 - Fitness comes as standard.
And here are some of the ads:
Mazda2 – Fitness comes as standard Silhouette Teaser.
Mazda2 – Fitness comes as standard Sixpack Teaser.
Mazda2 – Fitness comes as standard Acceleration Ad.
Mazda2 – Fitness comes as standard Braking Power Ad.
Mazda2 – Fitness comes as standard Compact Ad.
Mazda2 – Fitness comes as standard Balance Ad.
Mazda2 – Fitness comes as standard Lightweight Ad.
And it’s a skirmish in the blogosphere between the target audience and the industry critics:
Back in skinny jeans: Fitness comes standard with the new Mazda2.
The Infadels: Infadels On The New Mazda Advert.
The Infadels MySpace page: Mazda Advert.
The Infadels forum: Mazda Advert.
Digital Spy: Entertainment Zone Forums > TV Programmes.
TV’s Worst Adverts: Mazda2 - It’s Fit.
The Careless Gene: Shame about having no TV for this one.
TV Ad Music: Mazda 2 ~~ Fitness.
Motive: The New Mazda2 is High on Life… or Something.
Adland: Mazda2 - Fitness comes standard.
Adrants: Mazda Still Makes Cars? Well, It Sure as Hell Can’t Make Ads.
And the same rant on AdGabber: Mazda Still Makes Cars? Well, It Sure as Hell Can’t Make Ads.
Digital Out of Home: Mazda2 - Now that’s Zoom-Zoom.
UTalk MArketing: Mazda2 website creative.
The Ad Pit: Zoom Bloody Zoom.
Spotanatomy [Italian]: Essere al 100%… inutile.
Música do Anúncio [Portuguese]: Aquela Música Anúncio Mazda 2.
TV-CM.NET [French]: Mazda 2.
Mogkumo [Spanish]: Cuánto Tiempo!
ROFL Forum: Anyone seen that Mazda advert?
Hello mr. Geiger, I was looking for Eddy Greenwood and i saw that you were working with him lately. Do you have an email adress for me? I hope that it’s not to rude for you, thanks already, Grtz Yvette de Zwart from Amsterdam
Comment by Yvette — 6 November 2007 @ 14:20
As someone who was very critical of the ad, I think I should clarify a couple of things:
1. The cinema version is better than the tv ad I saw, as it better unfolds itself.
2. The cinema tag of “Fitness comes as standard” is MUCH better than the tv ad’s “Its fit”. So much better that what comes before it seems much more acceptable.
3. I would like to think the idea is capable of being something better. There is potential there for the creative idea; I just think its failed to find its way through in this ad.
4. Good luck with your future work, I hope next time I talk about something you were involved in its a positive comment!
Comment by Rob Mortimer — 7 November 2007 @ 23:00
Thanks for the comments Rob, and I look forward to sending some work your way soon… ;)
Comment by Kurt — 7 November 2007 @ 23:48