Advertising

Mazda Driving Matters: pitching it right, to the emotional brain

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We’ve seen this in advertising for mobile handsets: a majority of brands put out a laundry list of technical features and hope it will dazzle the consumer into buying. But when it comes to purchase decisions it is the emotional brain which rules. I remember Prof Baba Shiv of Stanford Business School, saying this: the rational brain is great in only rationalising what the emotional brain has already decided. I was reminded of this when I saw this wonderful new ad for Mazda:

Agency: The Garage/Team Mazda (WPP). Via.

Aaron Paul of Breaking Bad fame lends the voice over which adds so much character to the narration and the film. Loved the copywriting too.

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One might argue that the proposition can be applicable for other car brands (with a heritage) too but then in a parity product category the ‘story’ and the execution makes a difference. What say?

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

2 Comments

  1. A nice way to connect to hearts of the people..Feeling connected..:)

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