I just saw a Mazda commercial in which two guys are standing in front of parked cars and talking. One tries to convince the other you can tell a lot about a car’s owner from the car, and points out a hot red Mazda sportscar with leather seats and other cool features, and says, “This guy is the MAN!”
That’s when a woman walks up, unlocks the car with her remote, gets in and takes off with a knowing smile at the guys.
The commercial does not market the car specifically to women. It seems to be saying this is such an awesome SUV that any cool person would want to have one. It’s not the “You’ve come a long way, baby” car, and it doesn’t come in pink. The woman in the commercial is wearing a sexy tight shirt and jeans, but she doesn’t act or look particularly girlie – she comes off as intelligent and fun-loving. This is simply “the SUV you didn’t see coming.” And she’s one driver who fits it.
Thanks, Mazda. Yes, we buy cars. Yes, we like cool features and hot colors and sporty engines, just like guys do. Yes, a lot of us like SUVs, too. And yes, we’re amused by guys who don’t get it, and we enjoy a laugh at their expense. Congratulations: you’re an early adopter of the market everyone’s going to be running to catch up with in another ten years.