Breaking Bad star Aaron Paul contributes an awesome voiceover to “A Driver’s Life,” the first spot in Mazda North America’s new “Driving Matters” campaign.
Created by WPP’s The Garage/Team Mazda and directed by RSA’s Jake Scott, the initiative seeks to forge an emotional link between the Japanese nameplate’s vehicles and the sheer joy of driving. That’s hardly new ground for an automaker. And the minute-long commercial’s rhyming narrative—which recalls car-related milestones in one guy’s life—is far from cutting-edge. (Too bad they didn’t try anagrams.)
Still, it succeeds. Its low-gear sentimentality never gets mawkish, and Paul deserves much of the credit. His nuanced cadences elevate a story that starts at “16, wide eyes, driver’s license took two tries” and moves through “First drive, fast livin’—hit the garage door … was forgiven” en route to “Mid-size, family cruising … a sing-along of her choosing.”