Mazda 2 - It’s Fit | TV's Worst Adverts

Mazda 2 - It’s Fit

19 September 2007 by Silky

“Zoom Zoom”

That’s the sound of the Mazda 2 advert flying way over my head.

“Mazda 2. It’s Fit” claims the tag line at the end of their advert.

I’m thinking that it may be a translation error from the original bollocks in which this marketing campaign was thought up. Do you mean “nippy”? Did the advert makers read it as “fit”?

Anyway, they came up with a ‘popular in parts of Europe’ competitive aerobics/cheap hard-core electro house video with strong homoerotic undercurrents to flog a super mini.

It’s left me confused, not just because of the homoerotic undercurrents, but by what exactly it is they’re trying to say about the car.

Here’s the advert (with a slightly modified tag line) for you to be confused by too. Enjoy.

Thanks to Kurre for bizarrely seeming to have submitted his own bad ad.

9Responses:

Kurre

October 3rd, 2007 3:19 pm

No problem. I’ll try to do it again sometime!
Easy reading. :: Fit for fight. :: September :: 2007

October 3rd, 2007 3:25 pm

[...] Mazda Advert. Digital Spy: Entertainment Zone Forums > TV Programmes. TV’s Worst Adverts: Mazda2 - It’s Fit. The Careless Gene: Shame about having no TV for this one. TV Ad Music: Mazda 2 ~~ Fitness. Motive: [...]
digidev

October 7th, 2007 2:47 am

Mazda seem to have a habit of producing dire adverts, their Zoom Zoom Zoom thing was just as naueating as this waste of air time. It has to be one of the most thoughtless adverts on air, I can only assume it was made by a 20-something who refers to women by how “fit” they are and thought this was a suitable way to advertise a small car to young people.
Lee

October 10th, 2007 1:32 pm

Fit? Shit more like.

I feel a lot better now. Thanks for the opportunity to express my profond opinion.
Silky

October 10th, 2007 7:52 pm

Always a pleasure, Lee
PrinceGaz

February 21st, 2008 12:02 am

I like this ad (which is still being shown occassionally). “Fit” meaning sexually attractive (the same as “hot”) is unique to Britain I believe, but is in widespread usage and has been for several years. I don’t know how frequently it is used by girls or straight guys, but gay guys regularly use it for a bloke they fancy — like that guy in the ad who is seriously fit. So I suppose the homoerotic aspects of the ad worked for me.

I’ve never heard of objects like cars being described as fit before though. I suppose an OTT Lamborghini could be described as fit as they are seriously good looking. But a small Mazda? It isn’t a bad looking car by any means, and Jonny Smith on five’s Fifth Gear loved it (I was sure he was going to say “it’s fit!” at some point). Then again I’ll always associate the new Mazda 2 with that guy in the ad so I suppose I will at least subconciously think “it’s fit!” whenever it is mentioned or I see one. Sad, I know.
Crimewave

June 16th, 2008 9:31 pm

This has Eastern European written all over it.
PrinceGaz

June 16th, 2008 11:16 pm

This ad is being broadcast again but in a slightly modified form where it doesn’t display “It’s fit” on the closing screen, but instead something about the car winning some award or something.

I saw a Mazda 2 in the estate I live in, I knew what it was as it said so on the side (probably a promotional model from someone who works at a car dealer), and I’m afraid to say the first thought that came into my mind on seeing it was “it’s fit!”. Closely followed by “it looks like a rather average supermini really” It did make me think of that fit guy in the ad though.
Roy

August 30th, 2008 9:26 pm

This looks like a European song contest entry for car ad’s.