What does the new Mazda CX-5 crossover have in common with Dr. Seuss? Not that much, but it seems Mazda felt the new film adaptation of The Lorax provides the perfect opportunity to talk up its new range of Skyactiv technologies.
The new 0:30 and 0:45 second spots feature the CX-5 cruising through the imaginary “Truffula Valley.” Mazda worked closely with the creators of the movie to create the commercials. A“Seuss-ified” 3D-CG version of the Mazda CX-5 is apparently the first and only vehicle to receive the “Truffula Tree Seal of Approval."
"We're proud to be working with so many talented individuals to bring to life this wonderful partnership with Universal Pictures and Illumination Entertainment's Dr. Seuss' The Lorax movie," said Don Romano, chief marketing officer, Mazda North American Operations, in a press release. "We take a strategic approach when it comes to partnering with other companies and with the launch of our all-new, fuel-efficient, performance driven Skyactiv Technology, this seemed to be a natural fit. The collaboration and integration that went into creating these custom-animated spots featuring the Mazda CX-5 with Skyactiv Technology driving through 'Truffula Valley' is unprecedented."
"The Lorax character's view of the environment fits in exactly with Mazda and Skyactiv Technology, so the two were a perfect match for a commercial," said Illumination Entertainment founder and CEO Chris Meledandri, in a press release. "By staying true to who the Lorax and other Truffula Valley animals are we were able to create a fun and engaging spot."
For every test drive of a Mazda between February 20 and April 2, the automaker will donate $25 and up to $1 million to the National Education Association (NEA) as part of the organization's Read Across America Program, which supports public school libraries nationwide. Mazda will also help promote the new movie through social media and other digital means including co-branded Facebook page, a shareable applet and a call-to-action banner on the automaker’s official website.