Mazda steers all the feels in newly launched brand platform via The Monkeys Aotearoa
To announce the arrival of two new generation Mazda SUVs – the CX-60 and CX-90, Mazda New Zealand is driving home the full gamut of human emotions in its new brand platform created by The Monkeys Aotearoa, part of Accenture Song.
The campaign ‘You get more in a Mazda’ is unashamedly proud to explore desire and triumphant happiness right through to jealousy and righteous anger in order to tell Kiwis about the many great reasons why they should want a Mazda.
Directed by Derin Seale at FINCH, the campaign films will be supported by OOH, print, digital and social. The work will continue to launch other Mazda models over the coming years.
Says Terrianne Brown, general manager – marketing, Mazda New Zealand: “You get more in a Mazda is literally true. You get more features, better craftsmanship, design and a market-leading service plan. But it’s also emotionally compelling. We’ve had a lot of fun bringing honest emotions to life and charting a course different from the typical car ad.”
Says Damon Stapleton, chef creative officer, The Monkeys Aotearoa: “Jealous glances from your neighbours, respect from your friends and the excitement you feel when you’re behind the wheel are all heightened and explored to get Mazda top of mind with Kiwis keen to make a smart choice and to justify that decision with their friends.”
The brand platform is the first work to launch from The Monkeys Aotearoa after winning Mazda New Zealand in March 2023.
Client: Mazda
Managing Director: David Hodge
General Manager – Marketing: Terrianne Brown
Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Chief Business Officer: Storm Day
Creative Director: Christie Cooper
Creative Director: James Conner
Junior Art Director: Susannah O’hUadhaigh
Junior Copywriter: Arron Sharma
Head of Integrated Production: Rosie Grayson
Integrated Producer: Callum Crabb
Design Lead: Lorenz Perry
Senior Finished Artist: Lisa Stowers
Studio Designer: Vivian Heng
Planning Director: Craig McLeod
Business Director: Michael Doolan
Business Manager: Jackson Edgecombe
Media Agency: MBM
Client Service Director: Deborah Brown
Group Business Director: Hilary Lill
Production Company: FINCH
Director: Derin Seale
Producer: Jimena Murray
Managing Director: Corey Esse
Executive Producer: Rebekah ‘Bex’ Kelly
Cinematographer: Gin Loane
Production Designer: Jon Lithgow
Costume Designer: Kristin Seth
Editor: Julian Currin
Casting: Kate McGill
Colourist: Pete Ritchie
VFX: Creature Post
Audio Post: Liquid Studios
Original Music: Peter van der Fluit
Sound Design: Craig Matuschka
Retouching: Sixtyfour
26 Comments
Stale, bland and undercooked, just the way she liked it. These spots reminded me I should call her…..
Prox got sacked so Mazda could approve these? They’d be feeling hard done by.
Mazda drivers seem creepy.
Strange, but not in a good way.
“Hey Mazda, you won’t believe it! The data says we should do four average ads instead of just one. I know, crazy, but you can’t argue with the algorithm”
Bloody good ad series. Might buy a Mazda.
Hopefully seedy sells.
It’s pretty refreshing to see a car campaign using a bit of quirk and humour
Nice work Monkeys. Not just a car on a winding road.
Name a Mazda ad you remember from the last ten years. I will wait.
Out of my husband, which is hard at the best of times. Who knows, he might actually consider buying one one day…? Maybe.
Gets ripped on any work that sees the light of day. These are solid, got to be honest. They’ll certainly work hard for the brand in the coming years I’d say.
If Mazda drivers sniff people too…
A car ad with an idea and not just a list of features is a rare thing. An idea with slightly dark humour even more so. I’d be proud of these.
I actually thought these spots where alright, until I read the comments. Now I think there’s something wrong with me.
I like these.
Have the same insight of the neighbour looking over the fence type thing.
Props for the humour, mildly refreshing but desire doesn’t spring to mind for a Mazda (for me atleast)
Gets ripped because because they constantly do thought pieces on how they are reframing the industry or what creativity is and then they deliver campaign after campaign that is solid work. not great, just solid.
The talk and the work don’t match.
Like the concept, bit rough around the edges but they’ll probably polish it up for round two?
Great concept, way to go guys!
Very humbling ads.
Mike and Ethel
It’s an A4 idea, not A3.
Pretty clunky writing, guys. And wordy. Not your finest hour, unfortunately.
Feels like a miss to push Mazda forward with their first foray into family sized hybrid. A last hoorah
for Mazda NZ? … legacy automakers are finding it tough, fair enough.
I loath the ad about the woman who shows jealousy because her friend has a new Mazda. It just taps into particularly unpleasant emotions people can display – jealousy, greed, one upmanship, and belittles a parent and kid being proud of winning a game. It’s a shame those are the emotions Mazda wants to elicit from their existing and potential clients.
You realise it’s not a documentary?
Great voiceover work