Whaaaa? Bruce Lee ressurected to sell a Japanese car!
January 6, 2014
Anyone see this commercial for the new Mazda 3, comparing the vehicle to none other than martial arts icon, Bruce Lee. I’m old enough to remember Lee and can recall paying two bucks at the long gone Parkway Theater in Chicago to see his films. Such was Lee’s influence, all of my friends purchased nunchucks, spending hours in front of the mirror practicing his lightning fast moves. I can recall my best friend Dave splitting open his brother’s forehead during an unfortunate battle reenactment. Ah, boyhood.
Though dying young, Bruce Lee was and still is a badass. Of this there can be no debate.
What is debatable is comparing the man to an affordable sports car, or any car for that matter. The copy tells us that because of “Skyactiv technology the Mazda 3 is lighter yet stronger and more nimble” just like the martial arts master himself. “With an engine that punches above its weight.” Ouch.
The argument makes sense on one level. Bruce Lee was a compact man with a great deal of power. But on so many other levels the copy is, well, silly. Bruce Lee is dead. And he would never drive this car. Buying the rights to a few of his film clips doesn’t override the discrepancy between an icon and a middle-of-the-road sports sedan.
And another thing. Mazda is a Japanese automaker. Bruce Lee was Chinese. Historically, these two countries despised one another. Whether that’s a fair statement now is beside the point. In most of Lee’s films (and in many 70’s era Kung-Fu films in general) the Chinese protagonist played a hero who battled evil Japanese foes (and their inferior karate), usually portrayed as warlords, murderers and rapists. In Fists of Fury, Bruce Lee defends Chinese honor against thuggish and racist aggression from the Japanese.
Staring in a Japanese car commercial, Bruce Lee must be banging his fists against his coffin. Furiously.
I’m sure we’ve all moved on. But this is just weird. It would be like using Mohammed Ali to sell a Chevy truck with Sweet Home Alabama as the soundtrack.