In this advert we encounter an interrelation between the challenges of skateboarding and driving, Mazda projecting itself as a dare-devil brand. Speed and obstacles are the main protagonists to this analysis.
A skateboarder is standing from the top of what appears to be a dam, leering over and looking down. The idea that the boarder, or one dares to “drop” or jump into the dam is proposed in this image. Here the viewer can connect with one’s sense of fear and infiltrate any daring personality traits, as well as encourage one to envision dream-like sequences such as the feeling of falling forever or hitting the ground head first, placing one in a fantasy-like state of mind.
A sequence of “what if’s?” and “possible outcomes” follow… once the skateboarder drops into the dam, the floodgates may open, being symbolic of the a release of adrenaline being triggered; a blood rush; the feeling of being invincible, one where one is exceeding expectations and surpassing any limitations. These emotions described are reminiscent of those one can experience when driving a car or a motor powered vehicle such as a Jet Ski or speedboat, or as the passenger to that vehicle. When one switches gears, increases speed, revs up and watches the speedometer dials turn, swerves as well as the movements occurring outside the vehicle i.e. wind impact, and further unpredictable occurrences that can lead to accidents, dangers and even fatalities. Mazda instruct one to live life on the edge, and is quite literally illustrated in this photograph shot.
Skateboarding requires calculation and technique, similarly to driving- practice makes perfect to the degree where one operates automatically and carries out actions subconsciously.
Mazda is appealing to consumers who would be tagged as the dare devil type. With the use of the skateboarder, it is suggested Mazda could be targeting the generation of 1970-80s kids, those who lived and aspired the skater culture, with action sport enthusiasts population’s to follow. It must also be underlined that the skateboarder in this advert may very well attract the youth or adults who are videogames obsessive, and “hooked” on fantasy ideals that suggest one can be invincible. The absence of a car in this advert is significant. As a spectator, a skateboarder’s potential can exceed one’s expectations. Here Mazda have cleverly increased the value of it’s brand and motor products by leading one to believe that they behold limitless performance and thrill.
Mazda translates lifestyle and mindset… a passion for life, instructing one to live it to the fullest, for one is not to live with a bucket list or regrets. Thrill Seekers the slogan communicates the brand as an entity of diversity, a brand that invites and allows one to explore and experience multiple emotions. “Once driven, thrills are harder to find”- Mazda markets itself directly and literally as the ultimate vehicle of pleasure.
You have proposed and illustrate this idea in very good way and how both things are relevant to each other.
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