Lap bu qədər də olmaz da

In Azerbaijani, the word “lap bu qədər də olmaz da” means “come on, that’s too much” — a common phrase people use when something feels unbelievable or excessive. But in this campaign, we turned that everyday expression into a clever pun: “olmazda” now hides the word Mazda inside it.

The film begins with two elderly neighbors chatting about a young man from their neighborhood. Their conversation sounds like gossip about a passionate love story — “He hugs it so dearly… he even cried when it left.” But as the story unfolds, we discover they were talking about his car — a Mazda.

The print series continues this humorous tone with everyday phrases ending in –mazda, creating a playful illusion that naturally embeds the brand name into the language:

Lap bu qədər də olmaz da — Come on, that’s too much!
Elə ürəklə çırpır ki — He slams it with such passion.
Adam qapını elə vurmaz da — No one shuts the door like that!
O gün görürəm yenə qucaqlamışdı — The other day I saw him hugging it again.
Adam bu qədər də bağlanmaz da — A person shouldn't be so attached to it.
2 gün idi onu yoldaşı götürüb gedirdi — It’s been two days since his wife drove it away.
İnsan bunun üçün bu qədər ağlamaz da — No one cries this much over something like that!

By merging local humor, phonetic coincidence, and emotional storytelling, Mazda becomes part of the culture itself — a name you can’t unhear in everyday speech.