I know that most people will dismiss these ads as generic and formulaic, but as a member of their target audience, I think that they fulfil their purpose. It’s true that it is not the most innovative concept, but each slogan speaks to the graduating generation more aptly than anyone outside of it could understand.
My guess would be that the reaction of most individuals would be to scoff at a saving of $500 off a car, which from Mazda, would probably start around the $30K mark. Again, those people are underestimating the financial difficulties of student living. Five hundred dollars is a lot to save, whether you are paying college tuition or buying a car. Furthermore, with the current economic climate, any saving is better than none. What could be concerning is that advertising of this variety might inspire new graduates to spend their hard-earned cash on an unneeded car – at a time when graduate positions are becoming more precarious by the second. Hopefully, then the $500 will be a minimal enough amount to not induce those sorts of misinformed decisions.
Doner may not have displayed their initiative here, but they have reflected student life in all of its glory – from the treasured three day weekends to the cheese sandwiches. Next time they might want to remember the 3am coffee runs and frantic 8:59am assignment print outs. Honestly, I am not entirely sure that an indiscriminate 2% saving is going to massively boost Mazda sales. But I suppose it could help to sweeten the deal, ever so slightly.
Advertising Agency: Doner Canada
Creative Director: Craig MacIntosh
Art Director / Illustrator / Typographer: Arron Isaac
Copywriter: Drew Barnard