Hadar Goren
Account Executive at BBR Saatchi & Saatchi
Ramat Gan, Israel
TitlePrepare to Be Amazed Campaign
Agency
Campaign Prepare to Be Amazed
Advertiser Mazda
Brand Mazda
Date of First Broadcast/Publication 2016 / 11
Business Sector Cars
Philosophy For years Mazda cars owned the road in Israel. In fact, the car was so popular, you saw it everywhere. A blessing…but also a curse as the car's popularity began to affect the way Israelis perceive the brand. As a victim of its own success, Mazda went in the eyes of many Israelis, from a car with major sex appeal to one that is boring and grey. A leasing car; nothing to write home about or get excited.
But this year we had news for consumers. We were launching a new, sleeker, better designed, more advanced, accessorized and safer car than ever before and we wanted Israelis to take notice. That's when we realized that to redress misconceptions, we'd have to address Israeli consumer's concerns head on. To do that, we took on consumers' harshest criticisms, most negative comments and lethal talkbacks. and with the help of Ben Collins, better known as Top Gear's "Stig", we proved to them beyond the shadow of a doubt what an incredible car the new Mazda is.
The result is a fully integrated campaign that includes a series of four daredevil commercials each highlighting a different aspect of the car, an interactive website, an outdoor campaign and a brand new Mazda catalogue shot by the world's dumbest dog just to prove that no matter who's taking its picture, the Mazda will always look amazing. 
Media Type Television & Cinema
Length
Executive Creative Director
Creative Director
Copywriter
Art Director
Account Supervisor
Account Executive
Account Executive
Strategic Planning Supervisor
Head of Production
Producer
Creative Coordinator
Digital Creative Director
Social Media Edito
Production Company

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