Last year Mazda launched a commercial for their SUV using The Lorax to promote their vehicle. Where it went horribly wrong is when the advertisement went against the movies message. The Lorax had just came out in theaters and was a well known Dr. Seuss tale. It seems natural that Mazda would use a new movie to promote their car since many other brands have done the same, but it is obvious they didn't think this one through. See, if you had heard of the Lorax story before you would understand it is a story about not compromising values and saving the "truffula trees". The big picture is not ruining the environment. However this ad is marketing a car that is not in anyway a "green" vehicle. It is a very mixed message ad that left many consumers very upset and lost some consumers trust in the brand because of the bad portrayal. It is hard to tell if this is a macro or micro approach since it is targeted at a younger audience but also a "green" audience. What's worse is that they tried to market car as "fuel efficient" when it is not eco-friendly at all. All around this ad is a complete fail and displays how consumer behavior plays a role in either the success or the failure of an ad campaign.
Below is the Mazda Commercial.
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