Mazda launches new viral for 'Thrills' campaign

Mazda has launched its second viral for the Mazda MX-5 as part of its multi-million pound campaign that launched in May, accompanied by press and outdoor activity.

Created by JWT London, it aims to capture the feeling drivers experience when driving the 20th anniversary edition of the Mazda MX-5, rather than focusing on the physical image of the car itself.

The film shows people embarking on extreme experiences in an attempt to match the feeling experienced when driving the car.

These include lilo rafting down a waterfall, tea-tray sledging off the top of a mountain or skateboarding down the Hoover dam.

The film will appear on a dedicated "Thrill seekers" microsite. The site also features a link through to "Thrill tasters" events where consumers will have the chance to test drive the Mazda MX-5.

Guy Hayward, chief executive of JWT London said: "For car advertising to focus on the thrill of the ride rather than a beauty shot of the model is a huge break from tradition."

Media planning and buying for the campaign has been handled by Mindshare.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).