Mazda Launches New Ad Campaign, Focuses on Drivers

Mazda is well known for its long-running Zoom-Zoom tagline, and will continue to be for the foreseeable future. This week, however, the Japanese automaker is kicking off a new campaign centering on the idea that its cars are truly driver oriented.

"The campaign strives to underscore Mazda's devotion to creating exceptionally fun-to-drive, well-crafted vehicles, with the phrase, 'we don't build cars for everyone; we build cars for people who care about what they drive'," said Don Romano, chief marketing officer, Mazda North America.

A simple question is posed at the beginning of the spot, asking consumers "What do you drive?" Throughout the advertisement, Mazda strives to make consumers reflect on their current vehicle and whether it does anything to excite them. It insists Mazda's lineup is unlike the competition and is truly built with the driver in mind. Boxy household appliances and a cookie press are utilized to drive home the point that its competitor's designs are bland and detached from customer desires.

Mazda's passion for driving is apparent and conveyed over the course of the commercial. Footage from the automaker's racing heritage is seen throughout, as are drivers shifting through the gears of manual transmissions.

Never wavering from its initial goal of producing a driver's car, Mazda will continue the theme with its new ad campaign that kicks off tonight. It will be aired in both 30 and 60-second versions on a variety of primetime programs. The ads also appear on YouTube, Facebook, and Hulu. Take a minute to watch the ad and let us know what you think in the comments section below.

Source: Mazda

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Not bad, but I wish the Mazda exterior designers would "fix" the smiley-face front ends and stop being silly with wavy feature lines on the sides of their minivan. The look needs to be as serious as the performance execution.

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