Seriously, Mazda, get a grip. So you won an award -- congratulations. Now have you ever heard the expression "act like you've been there before"?
(Motor Trend trophy used as tuning fork)
Man: Come shine here with me
"Shine"? What does that mean in this context?
Chorus: Gotta make, gotta make it mine today
Woman: I'm finally free
You do realize this is a car you're singing about, and not the Bill of Rights?
Chorus: Gonna make, gonna make them stop and say... zoom, zoom, zoom! Yeah, zoom zoom zoom!
Shine on, man. You're free. Zoom zoom! This is nonsensical blather. How many seconds did this take somebody to write? And look at this scene: you have a gospel choir praising and clapping their hands around an SUV - is it some kind of weird cult? Are they about to sacrifice the car? It's eerily fake-looking and hopelessly overwrought.
Announcer: Designed, engineered and now celebrated... the "zoom zoom" way.
Yeah, the "zoom zoom" way. I'm guessing that means there's going to be a party at this guy's house?
I know Mazda's been doing this "zoom zoom" campaign for a while now. I think it makes more sense with the upbeat song and the little kid who says "zoom zoom." Call me crazy, but an 8-year old boy saying "zoom zoom" is more appropriate that a choir of adults doing the same. Recently, Mazda has taken this "zoom zoom" idea and let their imaginations run amok. Take, for example, this fetid, masturbatory "brand essence" video they put together:
(and please, for your sake, don't watch more than 30 seconds of this)
one day you're born.... the next big milestone.....
Crawling? Walking? First word?
you discover go zoom zoom
Get.... over.... yourselves. For fuck's sake, Mazda, the world does not revolve around your mid-level automobiles! This solipsism is inexcusable, even for a brand essence video that probably was never meant to be seen by the consumer.
Also the grammar in that above sentence is indescribably loathsome. Mazda, I think I hate you.
you grow up... acquire responsibilities.... (adults don't go zoom zoom).... but a lucky few never lost the spark.... you, perhaps?... guess what.... there's a car company... they love zoom zoom too
Yes, they do. They love zoom zoom a whole helluva lot. They love it like "pour millions and millions into using this moronic phrase in every piece of collateral we shit out for the next ten years" a lot.
The video continues in this fashion: cheesy, childish phrase, cornball lifestyle stock footage; another embarrassing line of copy, another painful slo-mo shot. I think it's funny that companies bother to define their advertising approach with these "setting-the-tone" presentations. It makes you realize that a large group of people actually put thought behind this. People with decades of experience, people with MBAs, people with art school training -- they all got together in a room and asked the question, "What does 'zoom zoom' really mean?" Then they talked about it as though it were a worthwhile discussion -- as though it would lead to some new way of selling more cars. As though the notion of a close-reading of "go zoom zoom" weren't just utterly absurd.
Mazda -- please go back to making boring, templated car commercials that talk about 0% APR and all-wheel-drive, or whatever. I know I said those kind of ads suck, but, dude, now that I've seen the alternative? Please just stop.