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
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
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.’