Easy reading.
Kurt Beren Geiger on advertising, politics and my life in general.

As 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?

For my Swedish readers:

Som ni kanske känner till har jag varit i Tyskland nu för lite mer än fyra år. Och det har verkligen varit en upplevelse. Jag har träffat en massa nya människor, lärt mig ett nytt språk och fått sådana arbetslivserfarenheter som jag aldrig skulle kunna ha förkovrat mig i Sverige. Bland annnat har jag varit med om att skapa reklamkampanjer med budgetnivåer som endast en paneuropeisk kund kan erbjuda. Ja, kort sagt, min tysklandsvistelse har varit jätte kul och mycket givande.
Men nu har jag bestämt mig – tiden är inne att åka hem. Och med lite tur kommer jag att fira midsommar i Stockholms skärgård…
Och det betyder att jag snart ska ge mig ut på den svenska arbetsmarknaden och söka jobb. Är du, eller någon du känner, i behov av en idéstark copy som har lika lätt att skriva säljande texter om invecklade B2B-tjänster som att utveckla integrerade kampanjkoncept för konsumentprodukter? Som har varit med på stora filminspelningar, mindre fotoshoots och vet hur kunder resonerar? Då ska ni kontakta mig! Eller åtminstone titta på min online portfolio på www.kurtgeiger.nu.
Vi hörs. Och ses. Snart.

Well, it’s that time again. No, it’s not time for me to finally write a real post on this blog. I don’t have time for that. I have a job to do. It’s time to do “it” again. That’s right, write about my job. Boring? Well, I guess that all depends on what you think is “thrilling”. And at the moment, that’s what my job’s all about…

Mazda MX-5. “Every drive’s a thriller” campaign.
31 January 2007, Düsseldorf, Germany

“Every drive’s a thriller”. That’s the new advertising campaign from Mazda Motor Europe and JWT-Düsseldorf for the new generation Mazda MX-5. The world’s bestselling roadster is now outfitted with not only the classic soft-top roof, but the fastest folding hardtop roof currently available.

Last year, the Mazda MX-5 “12 Second Thriller” pre-launch campaign combined the exciting, best-in-class handling and performance of the roadster with creative inspiration from the thriller film genre. The new launch campaign takes that concept one step further.

Eddy Greenwood, European Creative Director for Mazda Motor Europe’s lead agency JWT-Düsseldorf said, “With the ‘Every drive’s a thriller’ campaign, JWT has delivered a big idea that’s lots of fun for everyone involved. It works in all channels and it’s inspiring our partner agencies to do great work too.”

“Every drive’s a thriller” boasts two films, “Casino” and “Desert Treasure”, both of which take their cues from major Hollywood thrillers. They were directed by Luke Scott, son to the award-winning director Sir Ridley Scott, and produced by RSA Films. The campaign’s print executions work as movie posters for the two films.

Kurt B. Geiger, Copywriter on the project stated, “The Mazda MX-5 is a thrilling ride, and we wanted to capture that kind of driving excitement with this campaign.” Igor Karpalov, Art Director furthered, “So we used a film genre – and a director – that bring Mazda’s Zoom-Zoom personality to life.”

According to Damian Donnellan, Communications Manager at Mazda Motor Europe, “At Mazda Europe, we work with 22 markets across the entire continent. And they all have their special cultural idiosyncrasies. So it’s important that our communications appeal to everyone and excite all of our owners and customers, no matter where they live. The Mazda MX-5 and the ‘Every drive’s a thriller’ campaign achieve that.”

Title: Mazda MX-5 Every drive’s a thriller
Films: Casino, Desert Treasure
Use: 2007 Pan-European

Client: Mazda Motor Europe
Vice President Marketing: Masahiro Moro
Communications Manager: Damian Donnellan

Agency: JWT-Düsseldorf
Creative Director: Eddy Greenwood
Creatives: Kurt B. Geiger/Igor Karpalov

Director: Luke Scott
Production Company: RSA Films
Print Photography: Peer Brecht
Online Production: Syzygy-London

Contact:
JWT-Düsseldorf
Michael Buttlar, Global Business Director Mazda
Kaistraße 2
40221 Düsseldorf
Germany
T: +49 211 1592450
F: +49 211 15924510

The films:
Mazda MX-5 - Every drive’s a thriller - Casino.
The Making of Mazda MX-5 - Every drive’s a thriller - Casino.
Mazda MX-5 - Every drive’s a thriller - Desert Treasure.
The Making of Mazda MX-5 - Every drive’s a thriller - Desert Treasure.

The ads:
Mazda MX-5 - Every drive’s a thriller - Casino Ad.
Mazda MX-5 - Every drive’s a thriller - Casino Poster.
Mazda MX-5 - Every drive’s a thriller - Desert Treasure Ad.
Mazda MX-5 - Every drive’s a thriller - Desert Treasure Poster.

The website:
www.everydrivesathriller.com

Honourable mentions:
Adland: Every Drive’s a Thrill campaign launched by JWT Dusseldorf.
Adrants: Mazda Reinvents Bond with Boobs and Ass for Topdowns.
Sostav.ru [in Russian]: Азартные игры “Zoom-zoom”. Агентство JWT Duesseldorf с новым роликом “Казино” для Mazda MX-5.
Kampanje [in Norwegian]: Ny thriller fra Mazda.
KreativtForum [in Norwegian]: Den nye kampanjen for Mazda MX-5.
bold.se [in Swedish]: Nya Mazda MX-5 lanseras med filmtema.
Resumé [in Swedish]: Mazda vill kittla bilägarnas spänningslust.
Scary Ideas: Mazda: Every Drive’s a Thriller.
AdCritic: Mazda Makes Every Drive a Thriller [2.1.07].
MX-5 Community: The Making of “Every drive’s a Thriller”.
Horizont [in German]: JWT entwickelt Mazda-Kampagne.
Werben & Verkaufen [in German]: Nervenkitzel im Spot des Tages.
Caffeine Marketing: Zoom-Zoom Grows Up.
Caffeine Marketing: Sneak Peak.
Golden Square News: RSA work with JWT Germany on Mazda.
YouTube NAVI: Mazda MX-5. “Every drive’s a thriller.”
Adverbox: Mazda MX5.
Mad Weird: Mazda Europe.
Ad Punch: Mazda Motor Europe: The Mazda MX-5 is a Thrilling Ride.
Reclamewereld [in Dutch]: Mazda lanceert vernieuwde MX-5 met ‘thriller-commercial’ in Europa.
TV’s Worst Adverts: Mazda MX-5.

Well I usually don’t mix my job with this blog. I mean, of course my job’s interesting enough, but I already have a website to showcase my work. And I try to keep my commentaries on advertising somewhat objective. However, as this is the first time that I’ve been mentioned in a press release for something I’ve done (with the exception of this award), I’m throwing caution to the wind and objectivity out of the window…
So here’s a little info about what I’ve been doing at work recently, plus some interesting links on the subject as well…

Mazda MX-5 Roadster Coupe. The 12 Second Thriller campaign.

Mazda Motor Europe has unveiled an online-led advertising campaign, the “12 Second Thriller”, to promote its new Mazda MX-5 Roadster Coupe. Scheduled for launch in early 2007, the world’s bestselling roadster will be outfitted with the fastest folding hardtop roof currently available. It can open or close in 12 seconds flat – which beds for the campaign theme.

In addition to the advanced hardtop technology, the “12 Second Thriller” campaign plays upon the best-in-class handling and performance of the Mazda MX-5 Roadster Coupe. The roadster is an absolute thriller. And that’s why we’ve taken our creative cues and inspiration from the world of thrilling feature films. This engaging mixture of driving dynamics and movie magic speaks directly to our target audiences and exemplifies Mazda’s Zoom-Zoom personality.

The campaign idea, three “viral” films and three posters promoting www.12secondthriller.com were created by JWT-Düsseldorf for Mazda Motor Europe. The virals were directed and produced by Maverick Media and the online experience was produced by Syzygy-London. Check out the website and create your own thriller!

Eddy Greenwood, European Creative Director for Mazda Motor Europe’s lead agency JWT-Düsseldorf said, “It’s important for a lead agency like JWT to deliver creative ideas that work seamlessly in all media environments and that inspire all the other agencies involved to produce work of creative excellence. The “12 Second Thriller” is just such an idea.”

Igor Karpalov, Art Director on the project said, “We wanted to tell a funny and engaging story that really took its jumping off point in the product itself.” Kurt B. Geiger, Copywriter said, “And the story’s that the new MX-5 is thrilling to drive and the retractable hardtop opens and closes in 12 seconds. So we just put two and two together.”

Damian Donnellan, Communications Manager at Mazda Motor Europe said, “We wanted to reach the core of the roadster market, and that’s the kind of people who are thrill seekers – and who not surprisingly enjoy the thriller genre – and who often spend their entertainment time online. We’re doing that and creating brand familiarity at the same time. All in a Zoom-Zoom way.”

Pieter Dorenbosch, e-Business Manager at Mazda Motor Europe, said, “As the automotive industry moves more of its advertising budget online the integration of our marketing communications and media usage is vital for success. JWT has provided the kind of creative assets that all of our communication partners can use and expand upon.”

Title: Mazda MX-5 12-Second Thriller
Films: Kung Fu, Shark and Zombies
Use: 2006 Pan-European

Client: Mazda Motor Europe
Vice President Marketing: Masahiro Moro
Communications Manager: Damian Donnellan
e-Business Manager: Pieter Dorenbosch

Agency:
JWT-Düsseldorf
Creative Director: Eddy Greenwood
Creatives: Kurt B. Geiger and Igor Karpalov

Viral Director: Seamus Masterson
Viral Production Company: Maverick Media
Poster Photography: Peer Brecht
Online Production: Syzygy-London

Contact:
JWT-Düsseldorf
Michael Buttlar, Global Business Director Mazda
Kaistraße 2
40221 Düsseldorf
Germany
T: +49 211 1592450
F: +49 211 15924510

The campaign:
Mazda MX-5 12-Second Thriller Pre-Launch Campaign Presentation.

The films:
Mazda MX-5 Roadster Coupe 12-Second Thriller Kung Fu.
Mazda MX-5 Roadster Coupe 12-Second Thriller Zombies.
Mazda MX-5 Roadster Coupe 12-Second Thriller Shark.

The posters:
Mazda MX-5 Roadster Coupe 12-Second Thriller Kung Fu.
Mazda MX-5 Roadster Coupe 12-Second Thriller Shark.
Mazda MX-5 Roadster Coupe 12-Second Thriller Birds.

The website:
www.12secondthriller.com [archived]

Honourable mentions:
Adland: Mazda MX-5 Roadster Coupe. The 12 Second Thriller campaign.
Adrants: Mazda Celebrates Hard Top’s Twelve Second Erection Time.
Contagious Magazine: Mazda Movie Makers.
Revolution [October 16, 2006]: Mazda launches pan-European campaign for the MX-5.
Revolution [November 29, 2006]: Mazda invests major sum in digital promo.
Revolution [February 1, 2007]: Mazda Drives MX-5 Roadster with High-Quality Digital Film
New Media Age: Mazda uses six figure online campaign for MX-5.
Mad: Mazda premieres mini-movies.
ETTF: Mazda MX-5 Roadster Coupe zombie viral.
Caffeine Marketing: Mazda MX 5 Thriller Campaign.
Svenska Miataklubben [in Swedish]: Kampanjsajt för nya Mazda MX-5 Roadster Coupé.
Baked Bean Machine: 12 second thriller.
Brand Republic [Login required ]: Mazda launches pan-European campaign.
Sostav.ru [in Russian]: Агентство JWT выпустило мини-фильмы для Mazda.
Blue Moped [in German]: 12 Sekunden Thriller.
SendToFreind [in French]: 12 second thriller avec Mazda.
roycod.com [in French]: 12 second thriller for Mazda.
entreayeryhoy [in Spanish]: Mazda lanza campaña viral para promocionar su descapotable en 12 segundos.
Kreativt Forum [in Norwegian]: Mazda søker filmskapere.
Kampanje [in Norwegian]: Mazda søker filmskapere.
MX5.COMmunity: 12 second thriller.
Auto-Reporter [in German]: Pre-Launch-Kampagne Mazda MX-5 Roadster Coupe gestartet.
Auto Defket [in German]: Im Internet eigenes MX-5-Filmchen drehen.
Auto-Gebrauchtwagen [in German]: Pre-Launch-Kampagne Mazda MX-5 Roadster Coupe gestartet.
Autodino [in German]: Mazda MX-5 Roadster Coupe.
Fermodes [in German]: Mazda MX-5 Roadster Coupe spielt Hauptrolle in Pre Launch Kampagne.
Ebola Industries [in Italian]: Campagna thriller per la nuova Mazda MX-5 Roadster Coupe.
MX5 Austria [in German]: Film ab für das MX-5 Roadster Coupe.
AdverBox: Mazda MX-5 12-Second Thriller.
MarketingNews [in Spanish]: Mazda lanza campaña viral para promocionar su descapotable en 12 segundos.
AutoNews.fr [in French]: MX-5 à suspense.
Se KnoBlog [in German]: 12-Second-Thriller.
autoblog.it [in Italian]: Mazda MX-5 in… “12 second thriller”.
autodeclics [in French]: 12 secondes pour gagner un MX-5 Roadster Coupé.
didntyouhear: …Mazda’s MX-5 hardtop convertible thrills in 12 seconds?
Autoblog: 12-Second Thrillers at the Mazda MX-5 micro-site.
Autoblog: Mazda offering MX-5 Roadster Coupe to budding filmmaker.
CarSeller.ru [in Russian]: Спастись за 12 секунд.
AutoPlus.fr [in French]: Concours vidéo Mazda.
czasopismo [in Polish]: 12 second thriller.
Motors Blog: Three funny new Mazda MX-5 commercials showing how a fast deploying roof can be life-saver.
Japanese Car Watch: Mazda’s 12 Second Thriller.
Car Showroom: Mazda offering MX-5 Roadster Coupe to budding filmmaker.
Emporio [in German]: Mazda MX-5 Roadster Coupe Pre-Launch-Kampagne.
Enter To Win: European CGM Contest - The 12-Second Thriller.
Car Keys: Win A Mazda MX-5.
bigumigu [in Turkish]: Mazda MX-5 12-Second Thriller - Yorumlar.
definitely maybe: Mazda MX-5 12-Second Thriller.
IdeasGrande: Mazda MX-5 Campaigns 12 Second Thriller.
Werbeblogger [in German]: Unsere Mailbox abarbeiten.
Teknikens Värld [in Swedish]: Gör en film och vinn en Mazda.
Svenska Dagbladet [in Swedish]: Ninjainvasion i reklambranschen.
AutoBild [in German]: Nur zwölf Sekunden.
Automotive.com: Make a Movie and Win a Mazda.
New Car Net: Make a Movie for Mazda and Win a Car.
ADME.RU [in Russian]: Пользователи интернета сами прорекламируют Mazda.
vigray.ru [in Russian]: Стартовал видео-конкурс Zoom-Zoom от российского представительства Mazda.
Autozine [in Dutch]: Filmwedstrijd bij Mazda.
rosinvest [in Russian]: Mazda объявляет видео-конкурс.
Autowelt [in German]: Mazda MX-5: Kurzthriller im Internet.
Yahoo! Auto [in French]: Mazda - Concours cinématographique.
mobile.de [in German]: Mazda MX-5 Roadster Coupé.
informburo.ru [in Russian]: Триллер для Mazda.
Der Standard [in German]: Ninjas und Zombies: 12-Sekunden-Thriller von Mazda im Netz.
The Business: Want to push your Snakes on a Plane? Get the bloggers in.
AutoSport [in German]: Mazda MX-5 Show der besonderen Art.
VSESMI.RU [in Russian]: Zoom-Zoom конкурс в интернете – на кону Mazda MX-5.
Medimurske Novine [in Hungarian]: Snimi film za Mazdu i osvoji automobil.
BizNews [in Rumanian]: Castiga un Mazda MX-5!
GQ [in Italian]: 12 secondi per vincere Mazda MX-5.
MotorLegend [in French]: Concours Mazda: et maintenant, la vidéo!
Avto.ru [in Russian]: Mazda начинает конкурс в Интернете.
Automobil-Blog [in German]: Mazda mit neuer Microsite für den MX-5.
Top Automobil [in German]: Ninjas, Zombies und der weiße Hai.
20 Minutes [in French]: Un roadster qui dégaine très vite.
Un film [in French]: Film, omniprésent….
auto.cz [in Czech]: Mazda MX-5 Roadster Coupé: 12 vteřin napětí.
MediaRevolution [in Russian]: Mazda снимает ужастики.
L’Extension [in French]: Mazda Roadster Coupé à gagner.
Road Look [in Polish]: Mazda MX-5 Roadster Coupé: 12 sekund akcji!
Motor News [in German]: Mazda MX-5 Show der besonderen Art - Ninjas, Zombies und der weiße Hai.
PubblicItà [in Italian]: JWT e Syzygy per la campagna virale di Mazda MX-5.
АвтоЯП [in Russian]: Mazda сняла 12-секундный ужастик .
AutoMotoPress [in Greek]: Mazda: Διαγωνισμός βίντεο για το Roadster Coupe.
Czasopismo [in Polish]: 12 second thriller.
Orange Clignotant [in French]: Concours de Clips Vidéo pour le lancement de la Mazda MX-5.
Ad Punch: Mazda MX-5 Ad: a 12-second Adventure.

Imitation is the highest form of flattery:
Super M.
The dog and the car.
They Came For our Mazdas.

It’s time to unplugg and recharge my batteries.
Not that you’ll notice any difference on this blog. The gaps between my rants won’t be any longer than usual. Probably shorter. And that’s beacuse if I’m lucky something interesting will happen to me while I’m away and I’ll want to tell you about it.
Unfortunately, the fact is that I’m taking less time off than I’d like to. And I’ve already planned in one interuption for the sake of the Zoom-Zoom Factory. But I keep telling mself that I think it’s fun. And it is. I think. Work that is. Or should I say my “passion”? Wudeva.
I’ll be back in about three weeks. Or so…

I’m not a huge football fan. I mean, I don’t have a favorite team that I live – and would die – for. Okay, I do have a slight streak of local patriotism in the sense that it’s quite obvious that the best teams are based in Stockholm. But then, it really doesn’t matter to me if it’s DIF, AIK or Hammarby that wins Allsvenskan. And to top it off, even if my knee was working at 100% I still can’t play worth a fcuk.
But there’s something different about national football. Especially when you’re living abroad. Yep, you’ve guessed it, that streak of local patriotism has taken a turn for the nationalistic…
I have several yellow and blue national team jerseys in my bottom dresser drawer and I even have a 3-metre long Swedish cross-pennant waving from my living room window over the Düsseldorfer Altstadt. And I think that I’ve really taken it all just a little too seriously.
For example, we started a pool at work and I bet with the assumption that Sweden would win. Needless to say, I could have spent those 10€ on something better. And I was extremely embarrassed when we tied 0-0 with Trinidad and Tobago. And after the first 15 minutes of yesterday’s match, I felt like I wanted to crawl under a rock – especially since I was in the Fortuna Stadium with 12,500 cheering Germans.
But now it’s over. At least for Sweden. Unfortunately.
Amidst all the tragedy, it was luckily midsummer this weekend. And that’s made for a nice distraction. It’s a wonder what a little pickled herring, boiled potatoes and a snaps or two can do to improve your mood. I’ve even been able to laugh a little. Which reminds me…
Remember all the chatter last year about IKEA Germany’s inappropriate midsummer TV commercials? Well, this year they’ve done it again. Kind of…

IKEA - Midsommar in Schweden - Wettrennen
IKEA - Midsommar in Schweden - Bingo

Update: Åsks comments prompted me to post a blurb about the new IKEA spots over at Adland. And over at YouTube, user jennabush69 has published a director’s cut of the original “Midsommar Wahnsinns Preise” films.