This ad is a little old, but Mazda is still running ads in the same style, so we may as well revisit it.
Realistically, I don't know what I should have expected from the people who brought us this complete mess, but man, this is some seriously self-absorbed shit right here, isn't it?
Announcer: "They called his inventions novelties, even risky. But when Thomas Edison threw the switch, it changed everything."
I'd like to know who "they" are supposed to be, but whatever. Mazda - an utterly unremarkable car company in most respects - is comparing itself to someone broadly considered to be the greatest inventor of the modern age. And they're not being ironic. All these ads talk about someone changing their field, or even the world, with a remarkable new invention. And that's like Mazda, apparently.
Announcer: "Courage. Creativity. Conviction."
Courage. Courage! Just let that sink in for a second. Mazda is sucking its own dick about how brave it is as a car company. The courage to create... a CUV! The exact same fucking model that every car company has been putting out over the last five years. Give these guys the fucking Medal of Honor, because they are just so courageous.
Announcer: "SkyActiv technology makes the Mazda CX-5 lighter yet stronger, earning a top safety pick."
Well, that's very... creative? What the fuck is SkyActiv technology? There's a brief graphic on the screen which, if you freeze it, appears to be talking about the engine - "13.0:1 compression ratio," "advanced direct injection" - which may be great, but does that actually have anything to do with safety? You'd think this is the spot where you should be talking about crumple zones or what have you.
Announcer: "And more fuel-efficient than any hybrid SUV, without compromising performance."
Think about the sheer balls-out conviction it must have taken to decide that people might like their cars to be more fuel-efficient.
Announcer: "This is the Mazda way."
At this point I just picture Mazda like Mark Wahlberg in the last scene of Boogie Nights. That's right, Mazda. You're a star. You're a bright shining star.
That's a more recent spot, and guess what? Same shit. For a company that spends so much time touting its own boldness, Mazda has no problem whatsoever trotting out the exact same spot a year later, only with the inventor of the digital camera subbed in. What's particularly ridiculous here is that (a) it's clearly not the case that the camera was "virtually unchanged" between 1900 and the invention of the digital camera and (b) once again Mazda is comparing "making a slightly more fuel-efficient crossover SUV" to a massive technological leap. Uh, it's not. The CX-5 does get pretty good reviews, but there are a lot of compact SUVs and crossovers out there and at least a couple others also do well with the critics. Don't act like nobody else makes anything remotely like your product when literally everyone does. Is it the best model in its class? I mean, it might be, right? But if so, tell me why! And I mean, tell me why legitimately, without making flowery comparisons to invention pioneers or dropping impenetrable jargon like "SkyActiv technology," which almost no one watching this ad knows anything about. (It sounds cool, though, right? Better get a Mazda to get you some of that sweet, sweet SkyActiv technology, whatever it is!)
Do us all a favor, Mazda - stop acting like you fucking invented cars. If you want to sell me a car, tell me a few things about your car. Don't jerk yourselves off on television and call that an ad. I'm not saying this ad doesn't say anything about the car - we at least hear about the fuel efficiency and something vague about a safety award - but I get so turned off by the bullshit comparisons that I've tuned out before you even start talking about the CX-5 itself. Can't you guys just make a normal ad for once?