Mazda Goes Mod Way, and Slightly Out of Cultural Coherence, with ‘How Dare You!’

Steve Hall

May. 16, 2008
1 min read

Tearing a page out of Dell’s playbook, Mazda’s latest spot features sinister robotic women with a minimalist sense of style. Watch as they pursue a cherry-red Mazda 3 with hive mind perseverance, then attack it with off-white paint.

The car sits a moment, bathed in the colour of hotel linens, then scrapes to a start and washes the world in red — including its (possibly Vicodin-dazed) antagonists. The premise is to fight conformity … but it looks like one monochrome universe just makes way for another.

Weirdest of all is the tagline: “Mazda 3. How Dare You!” It takes a few mental clicks to sort out what “How Dare You!” has to do with anything, and the feeling I’m left with is not unlike the cloud of incomprehension that surrounds a badly-dubbed Kung Fu movie.

The spot broke in Spain last week and was created by JWT/Dusseldorf. Everything but the girls were done in CG.

Steve Hall

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