Mazda and VML surprise with luxury and no logos 

Which brand comes to mind when you see sleek lines, a suede dashboard, intricate stitching, and countless other luxury details? Chances are, Mazda isn’t the first to spring to mind. However, the new fully electric Mazda6e more than holds its own against top-tier competitors. VML gave a few curious viewers the chance to experience this hidden gem free from preconceptions. 

While Mazda may not be the first brand you think of when looking for a fully electric car with luxury finishes, the Mazda6e might just tick all the boxes. Under the slogan “Not what you expect. Exactly what you’re looking for”, a handful of participants explored a new vehicle through a series of striking close-up shots, with no logo or brand name in sight. Only later did they discover which model was in front of them. 

The result? Authentic reactions, free of preconceptions. “The craftsmanship of the 6e is something you have to experience for yourself,” says Tom Verbruggen, Mazda’s Marketing & Communications Manager. “The sense of wonder that follows is captured perfectly in this film.” The advertisement is running on addressable TV and in online placements. 

CREDITS

Agency: VML Belgium
​Client: Mazda
​Client contact: Tom Verbruggen, Ben Seys, Nienke Iliaens, Luna Van de Walle, Louisa Azdad ​
​Executive Creative Directors: Arjen Tarras, Kasper Janssens
​Creatives: Mathijs Bettens, Laura Swyzen, Yves Van Hacht, Ruben De Praetere
​Account team: Annelien Theys, Luca Vinck, Lieven Awouters
​Strategy: Tom Vingerhoets, Amber Verberckmoes, Nic van den Heuvel
​Editing/Motion: Karel Van Gucht
​Agency Producers: Tim Keeren, Yanne Kaers
​DOP: Bas Van Hoof
​Sound design: Menno Van Riet ​
​Copywriter FR: Yves Donceel