The 2019 Mazda3 Hatchback story wants you to #FeelAlive and other #uplifting hashtags as you Dream Bigger. The spot features Haley Reinhart covering 'Dreams' by The Cranberries and is directed by John Hillcoat. known for his Apple spots, films and TV series 'Black Mirror.'
Just to make sure you know it's about dreams, they have a woman pulled up in the air by a red balloon as soon as she touches her keyfob, then she sails high above the city and landscape looking out over the scenery.
Her feet twirl in a lake, they dance above flowers, she even gets to drag her hand through the snow in the mountains in imagery that's quite well shot. I particularly like the rancher and his horses in the backlight of the sun. My issue isn't with any of this, but the odd vaseline filter on it, which is quite heavy handed. I feel the need to clean my glasses watching this. But I can read that giant unnecessary legal line clear as day.
Then to make things worse they have selected the song "Dreams" by the Cranberries from their 1993 smash hit album "Everybody Else Is Doing It, So Why Can't We?" It's covered by Haley Reinhart, who does her best to update the 90s hit and makes it even dreamier, I dare say. It's not her fault that my thought goes immediately to Dolores O’Riordan who tragically drowned in a bathtub due to intoxication just last year. I'm also not entirely sure that a 90s hit is ready for the golden oldies comeback yet, it simply feels dated.
Having said all that, the car does look good with the deep red curves. Even dreamy, one might say.
Credits
Client Mazda
Agency The Garage
Erich Funke, chief creative officer; Renato Braga, SVP, creative director; Evan Brown, copywriter; Vidur Raswant, Marcus Moore, art directors; Jeff Perino, executive producer.
Production Serial Pictures John Hillcoat, director; Philippe Le Sourd, DP; Violaine Etienne, founding partner/exec producer; Jennifer Gee, head of production; Melachy McAnenny, producer.
Editorial Exile Editorial Conor O’Neill, editor; Rex Lowry, assistant editor; Carol Lynn Weaver, exec producer; Michael Miller, sr. producer.
Color Company 3 Siggy Ferstl, colorist; Matt Moran, sr. producer.
Finish/VFX a52 Patrick Nugent, sr. exec producer; Andy McKenna, VFX supervisor; Stacy Kessler, producer.
Audio Post Lime Studios Joel Waters, Mark Meyuhas, mixers; Susie Boyajan, exec producer.
Music Shindig Caroline O’Sullivan, head of production; Debbi Landon, exec producer; Scott Glenn, creative director; Austin Shupe, composer.
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Who is the actress?
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PermalinkThe Actress is Argentinian, her name is Montserrat Godia. She's done a lot of stage acting and many international commercials.
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PermalinkWhere is that final shot?
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PermalinkI believe it's Laguna del Inca in the Valparaiso Region of Chile at the foot of the Andes. The entire spot was shot in Chile: Santiago and the surrounding areas. Despite the "don't try this," legal line insulting our intelligence, there was obviously some VFX work done to some of the locations. But a lot of that area is already stunning, so I'm sure it didn't need much.
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PermalinkI hate this commercial because it is so overplayed - to the point that I lunge for the remote to mute it. All these Mazda commercials with this tired Cranberries cover ruins the original song and makes me less inclined to want a Mazda.
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PermalinkNot a great look to do a worse version of a great song by a recently deceased woman and use “feel alive” as a tag line
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PermalinkOn that we agree.
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