Mazda Launches All-New Advertising Campaign Asking ‘What Do You Drive?’

Campaign to Feature Full Line of Mazda Vehicles and the Passion That
Drives Them

To view the Social Media Release, click here: http://smr.newswire.ca/en/mazda/mazda-launches-all-new-advertising-campaign-asking

TORONTO, April 20 /PRNewswire/ – Mazda Canada is launching an all-new advertising campaign that centers around the
question, “What do you drive?” 

The campaign is built around the core brand belief that, “if it’s not
worth driving, it’s not worth building,” and it is this basic statement
that defines Mazda.  The new campaign celebrates the company’s rallying
cry: Zoom-Zoom by highlighting Mazda’s passionate attitude towards
driving, its engineers’ obsession over the details, and a rule-breaking
innovative spirit.

Mazda’s rule-breaking-breaking innovative spirit can be seen throughout
its long history of overcoming challenges and taking a unique approach to overcome those challenges.  Only Mazda
could work nearly a decade on a lightweight roadster when nobody was
making them anymore, and have it become the best-selling roaster of all
time.  Only Mazda could mass-produce the rotary engine when no one else
could, and use that engine to win the 24 Hours of Le Mans. In short,
Mazda has a history of defying convention.

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’.  The work, called “Anthem“, was developed by new marketing partner Team Mazda and depicts Mazda’s
innovation by highlighting aspects of the Mazda brand philosophy.  In
words and images, it looks at Mazda’s rich history in innovation,
motorsports and design, as well as a singular dedication to crafting
cars that are always exciting to drive.  Cut in both :30 and:60 second
versions, the spot focuses on the details that define a Mazda – the way
the gear lever sits in the driver’s hand, the way the steering wheel
feels, the way the car simply responds to every input.

The new campaign will launch via television, online, cinema, and social
media, then continue to run over the next year.

The first of the ads will debut Monday on television targeting the Mazda
enthusiast.  Over the course of the launch it will be seen on top-rated
shows like The Mentalist, Dancing with the Stars, American Idol and the
NHL Playoffs.

The ads also will air on specialty channels including TSN, NHL Network,
ESPN Classic, Discovery Channel and the Food Network.

In addition to the on-air placements, interactive video ads will be
featured on popular video sites such as YouTube and Facebook.  The video ads will include social features allowing viewers to take
polls and “like,” share and comment on the ad.  Flash and Rich Media
ads will also run on key sites such as MSN, Yahoo! and AOL, and a
user-generated content contest will be introduced later in the
campaign.

Quotes

“Over the next couple of years Mazda will defy convention again by
launching its next-generation of eco-friendly products: SKYACTIV
Technologies. In order to fully explain SKYACTIV and why the company
chose to further develop the internal combustion engine instead of
following what other companies are doing with hybrids and electric
vehicles, we needed to explain who we are and why we do things the way
we do. So now is the perfect time to tell our story.”

Don Romano, President of Mazda Canada and Chief Marketing Officer for
Mazda North American Operations

“In short, we are provoking the conversation about what you drive. This
is a brand that at its very core has a passion for driving. It’s a
truth about who we are and what we’ve always stood for.”

Neil MacLellan, VP, Team Mazda

Boilerplate

Mazda Canada Inc. is responsible for the sales and marketing, customer
service and parts support of Mazda vehicles in Canada. Headquartered in
Richmond Hill, Ontario, Mazda Canada has a nationwide network of 169
dealerships.

/NOTE TO EDITORS: Media Assets accompanying this story are available as
follows:

Photo:  http://smr.newswire.ca/media/articles/1231/mazdaanthemad-videoscreenshot.jpg

http://smr.newswire.ca/media/articles/1231/mazdastoryvideo-videoscreenshot.jpg

SOURCE Mazda Canada Inc.