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.