Veksner: There’s something about Mazda…

By Simon Veksner

Head of Ideas

Naked Communications

This is going to seem like I have a vendetta against Mazda. Genuinely I don’t. But I just can’t let their new print ad go unpunished.

I’ve seen so many briefs over the years where the product is described as “revolutionary”… “a paradigm shift”… or “a real game-changer.”

And the example often used is the Fosbury Flop, the ‘backwards-over-the-bar’ high-jump invented by American athlete Dick Fosbury in 1968, which was a complete departure from the previous ‘straddle’ technique. 

In fact the Fosbury Flop is such a cliched metaphor for ‘revolutionary change’, I never thought anyone would be so crass as to actually make an ad out of it.

But Mazda have!  READ ON…