Mazda Axela TV Commercial
Mazda is a leading global Japanese multinational automotive manufacturer headquartered in Hiroshima, Japan. The company distributes passenger cars and commercial vehicles globally.
Mazda was searching for a creative team to work with its Ad Agency to produce a creative TV commercial to launch its new sedan model, the Mazda3 Alexa in China. LORDEYS was chosen after winning the bid including our creative director's dog (Zulu) as the actor.
The commercial was help position the Mazda3 Alexa as the sedan to buy for working class young couples who needed a dependable work and afterwork car.
Working with animals is tricky. Zulu had to undergo a pre-shoot check before a 2-week pre shoot training for the script. Had to ensure that Zulu was calm and able to follow the video directors instructions for extended periods of time.
Our creative director, the dog owner, had to be on the shoot in order to help manage Zulu. This resulted in some delays in shoot to convey communication changes within the script and any adjustments needed to Zulu's actions.
Our creative director had to juggle requests and feedback of Mazda's main Ad agency and changes from head quarters.
Due to the advertising being featured heavily on social media, it had to be short. We had to cut out many good scenes - this wasn't easy.
Our script was centered about how the Mazda Axela unites a couple with different interests in more ways than one. It follows their journey from being single working class to getting married. This Ad resonated with young working class couples in 1st tier cities in China who were looking to purchase an affordable yet dependable sedan.
To further enhance our idea, we used two pets (Zulu the dog and Belinda a cat ) to bring an emotional connection to the car, depicting it as pet friendly at a time when most young working couples were heavily invested in pets.
In dealing with Zulu, we ensure we took short breaks between shoots for Zulu to eat and re-energize. This enabled Zulu to stay attentive throughout much of the shoot.
Video Director 1x | Creative Director 1x | Videographer 1x | Coordinator Artist 1x | Makeup Artist 1x | Actors 4x
A car that connects
Shot and edited with two pets (Zulu the dog and Belinda a cat ) to bring an emotional connection to the car, depicting the Mazda3 Axela pet friendly at a time when most young working couples were heavily invested in pets.
A working couple are seen with different lifestyles .
The guy in the ad owns a dog while the girl loves her cat. They fit in the Mazda Axela.
They both realize that they drive the same car, which connects them.
You could say the car married the couple.
The standard logo of Mazda graces the screen.