Mazda: San Diego
New Mazda RX-8. 231 hp.
This is one good idea. And just one ad. Not a campaign. I'm so happy to see that JWT Paris managed to fight off the big and scary cookie cutter monster and didn't do an LA and Monaco version of this ad with different dudes standing on the side of the road.
Agency: JWT, Paris, France
Creative Director: Pascal Manry, Andrea Stillacci
Copywriter: Vincent Pedrocchi
Art Director: Xavier Beauregard
Photographer: Vincent Dixon
Comments
That's it! Bravo!
Nice one. (Not super).
Nicely done, Good execution, Witty.
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hahahahaha....
http://aancool.blogspot.com/
It just makes people go "Why didn't I think of that!?"... I am so ashame that I used to worked on the same account for a year and never been able to come up with something this good. Brilliant work JWT, Paris!
amazing
i did't get it at all. what's it mean?
why don't you think again and find out the answer yourself instead of just ask for answer?
It is such a brillant idea and what a shame you don't get it. Well deserve a Cannes lion.
Oh way! Does, does it? It still leaves me without an answer. And if the target consumer (now don't give me that bull about me not being the target... because you aren't either) is supposed to understand it, he or she must be the type who loves puzzles I suppose.
Dude! Or dudette, whichever you are. When I say I didn’t get it, I meant I didn’t get it. Period. Ok! So don’t be patronizing.
Is it a brilliant idea when people don't get it?
I agree,it's funny, but not a 'i wish it was mine idea' idea. Well, you can win Cannes with a mediocre idea. The festival of 2006 is a good example.
It's amazing... One of the best... This is advertising... :)
Simple and strait no layers... Smart and new.
so maybe you can tell me what this ad is all about? i notice that each one of you says it's briliant but when i ask what the ad means, i get a load of bull about being a dullard who can't understand advertising. can u illumine me?
please help me get it :(
With the new Horsepower, you're going to need a big sign to flag it down.
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brandon
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brandon
www.brandonknowlden.com
that is sooooooooooooooooo vague. gawd! and all you people go hoo haa over such vague stuff? did the people whom you were advertising for get it? did it actually sell more cars? please!
I agree with you guy, its un-understandable ad. I didn't understand it till i've read the comments..
cos the new Mazda is too fast so you need to have a big sign to make the driver see it. :)
it seems that Mazda is stop instead of running, no fast running effect is applied??? why if it is so fast?
The frame is not taking from the car... :)
vvvvvrrrrrrrrrrrrrrroooooooooooooommmmmmmmmmmmmmm
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laying it out for the one that didn't get it.
if you're in a car that's going very fast, you won't get enough time to see the normal sized
hitchhiker's card. But if the hitchhiker's holding a card this big, you'll see it from a distance and hopefully figure out if you wanna stop before you disappear into the horizon.
whew!
thank you. that was kind of you.
Have to admit that I didn't get it either. However, if the car is so fast that the driver couldn't see a smaller sign, then one could ask if the driver is able to see the actual hitchhiker himself? This would only left the driver seeing an enormous sign, nothing else --> no connection.
Like said, I still don't quite see the brilliance of the idea here.
There must be a culture clash going on. It's a simple idea. The car is fast. Not to be over-analyzed.
Thank you... this is it.
Don't be sad not to have sold this ad to your client: JWT France, didn't sold it neither!. It's a ghost for Cannes.
In France the law forbiden (forbid?) us to say that a car goes fast.
Nice student work. That's all.
Took me a second but it was worth it. F'n amazing.
ha! "took me a second" did you say? so here's my question - how many "took me a second" ads have actually sold products they are advertising, or atleast contributed positively to the product / service? dudes! let's wakeup and realise that advertising isn't art, or a platform for cleaverness. ever heard anyone go "oh! what a clever ad, must be for a very clever product".
stop trolling, this isn't going to work
In my view advertising is indeed art. It is applied art most of the time, but the stuff done for awards is pure art. It's popular art. Much like the frescos in Italy and France served a religous communication purpose, advertising today serves a similar commercial communication purpose. In 50-100 years great advertising will be remembered as great art. This is when the commercial culture as we know it goes into decline in a similar fashion as religion is in decline today.
Nopes I din get it either - for minutes - and the more I read the comments as I scrolled down to find the answer - the more I was convinced that this ad is really really vague!!! Sorry guys I would never have wasted my money publishing this!!!
But apparently vagueness = good idea or so I gather after reading most of the comments on this post. Hey, you can carve Jesus praying out of a piece of cheese, but if you've failed to impress, you've failed. Period.
How can we ever forget that we're here to bring mileage to the client’s product or service and not to celebrate pseudo artiness? Advertising is persuasion. That there doesn't persuade me any. Neither does it move me. It just tells me somebody was trying to be very, very clever on the client’s money and make himself or herself look good to the advertising juries.
we have all spent a lots of words over this ad. this can only means that is a great ad, and we all wished we did it.
Nope.
This is what Mazda's agency, in the US (Doner - Southfield, MI), doesn't understand – SIMPLICITY. Bravo JWT!
It might be the location of a person that causes some confusion. There’s a chance that some of you have never seen a person trying to hitch a ride with a cardboard sign on the highway. Hell cardboard isn’t even called cardboard in China.
I also am aware that in France it is forbidden to say in an ad, an automobile is ‘fast”.
This ad makes a nice statement of speed without saying it.
To refer to a piece of work as a failure because it fails to impress due to being too vague is your personal opinion. Due likely from a lack of sight, and has nothing to do with the actual work.
I’m sure that proceeding such statements with qualifiers such as “in my opinion” or “I think”, would go along way in helping a person express how they feel without causing themselves to look as if they don’t get it, however are too full of themselves to know it.
Clarity is in the eye of the beholder.
This work is absolutely not vague to me. I got it immediately. Simply because some are slower to respond does not mean everyone is.
This doesn’t look like student work. (in my opinion).
\ ; )
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I have to agree with made in the usa. you even get it without knowing the product. i knew it had to be a car ad. great ad and the idea can be expanded into a campaign with ease. sadly though it is the best work of jwt on this site i've seen until now. not really doing good ads over the past months.
http://www.reinhardkrug.de/
Good stuff! The idea of speed is very clear (to me)
and there's great potential in this concept.
This has long been a favourite of mine. Imagine, an camaker that doesn't have to see their sheet metal in the ad! Does such a client really exist? ;)
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