Each one is built on a single-minded thought.
Each one demands our attention.
Each one communicates persuasively with economy, wit, and confidence.
And, of course, each one has a look, an attitude and a personality that’s theirs and theirs alone – you’d be hard-pressed to mistake a VW ad for a Volvo or Citroen for a Porsche.
These ads built on one another. They accumulated value and incrementally raised expectations and properties around the brand over time. Today’s ads do none of these things. Bereft of any conceptual merit or sense of longevity, they merely piss away a tidy budget down a hole of invisibility.
Where the responsibility lies for the whole Mazda CX-5 debacle is anyone’s guess. Who knows, maybe everyone’s chuffed with it, and sales are through the roof.
Somehow I doubt it.