Tag Archives: mazda

You’ll Never Learn

A while back I called out Mazda for showing a complete lack of perspective in one of their commercials.

They did it again, and this time the offense was even more egregious than calling a professional daredevil a “courageous thinker.”

They compared themselves to Bruce Lee, Frank Lloyd Wright…and Jackie Robinson.  Jack Roosevelt Robinson.

I wish I were kidding.

I went to the movies last night for the first time in a while to see Anchorman 2.  I don’t think I’ll write about it because…well, I mean, it is what it is.  But this, I can’t let go.

Mazda fancies itself as an innovative company.  Okay.  That’s fine.  But you have to know what you’re innovating here, and that’s cars.  Yes, they are important in today’s society, but literally every single car company in the world is also doing research and innovating new technologies.  It’s the only way for them to stay relevant.

To put together a longer-than-average commercial that takes itself super seriously with the intent of airing it before freaking Anchorman 2 is preposterous in and of itself, but to put yourself up there with those people?  Come on.  Is there anyone at this company who sees these things before they air?  Or at the ad agency?  Anyone?  Anywhere?

Mazda will never have the cultural significance of Bruce Lee.  They will never change the auto industry the way Frank Lloyd Wright changed architecture.  And they will never come close to even being in the same solar system of the significance and importance of Jackie Robinson.

On a positive note, even a ridiculous ad like this will make people talk about your company, and there is the old adage that any publicity is good publicity.  At the same time, if there is anyone out there that thinks this is a good ad – hey, I’ll even take anyone who doesn’t think it’s a ridiculously preposterous ad – please, stand up and be counted.

And then cash your check from Mazda, because clearly you must work for them.


I Wanna See You Be Brave

I’ve seen this car commercial with the surfer, Laird Hamilton, where it talks about him inventing something called “tow-in surfing,” a dozen times.  Tonight was the first time I actually listened to it.  I can’t tell you why I did, but I did.  An accident, I presume.

Anyway, the commercial calls Hamilton’s manner of surfing huge waves “courageous thinking.”

Um, what?

Look, I’m not saying that what he does is not dangerous.  There is great risk involved, and doing that kind of stuff requires a certain something that not everyone has.  I know I don’t.

But at the same time, is this really courageous thinking?  It’s closer to suicidal thinking.  More like attention-grabbing thinking.

Courageous thinking happens on the fields of war, when soldiers are making life and death decisions under enemy fire.  Courageous thinking leads to the birth of nations.  Courageous thinking breathes life into civil rights movements.

Courageous thinking does not create new ways to ride a wave, and it most certainly does not sell cars.  I know it’s just a commercial, but I feel like our society has a problem with a lack of perspective, and stuff like this exemplifies it to a T.

Laird Hamilton is a courageous man, sure.  But he’s not a courageous thinker.  Thomas Jefferson, Samuel Adams, Martin Luther King, Jr., Lech Walesa…those were courageous thinkers.

Mazda?  Not on the list.