JWT unveils pounds 5m brand campaign for Mazda

Mazda, the car marque owned by Ford, is launching its first brand campaign for eight years as it moves to target younger car owners.

Mazda, the car marque owned by Ford, is launching its first brand

campaign for eight years as it moves to target younger car owners.



The pounds 5 million campaign, created by J. Walter Thompson, features

several of the brand’s marques including the 323 Sport, Demio, 626,

Premacy and the MX-5.



Paul Kirkley, the Mazda account director, explained: ’We want people to

look more closely and think more deeply about the brand rather than the

individual models. There is a wide range of models - and some new ones

coming out over the next 12 months - so now is the right time to raise

the saliency of the marque.’



The campaign consists of two television executions, as well as press and

poster work.



The TV work shows Mazda cars being driven in the background of various

locations. A trick of perspective has been used to make it look as

though the cars are disrupting objects in the foreground.



In one, an eye stares out from a boulder as the car passes behind

it.



The passing car triggers a breeze that makes smoke coming from a chimney

blow sideways, lifts a woman’s skirt, blows a man’s hat off and makes

cricket bails fall from their stumps.



The commercials, which only use silver-coloured cars, feature the song

I’ve Got a Silver Machine by Hawkwind as their soundtrack. The

executions close with the words: ’Get in. Be moved.’



The campaign, which breaks on 24 July, was art directed by Ken Grimshaw

and written by John Donnelly. It was directed by Paul Arden through

Arden Sutherland-Dodd. Press photography was by Darran Rees. Media

planning and buying is through MindShare.



The work is designed to attract younger drivers to Mazda. Kirkley said:

’Mazda has an older user base. The brand has high repeat purchase so its

drivers grow older. We want to bring the age profile down.’



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