The simple question ‘What Do You Drive?’ is at the core of Mazda Canada’s new advertising campaign.
Targeted at the Mazda enthusiast, the first TV ads in the year-long integrated campaign debut today. The spots will play in shows including Dancing with the Stars and the NHL playoffs over the duration of the launch, airing on specialty channels such as TSN, Discovery Channel and the Food Network.
Team Mazda, a group of WPP marketing agencies that have comprised Mazda Canada’s AOR since October, developed the spot. JWT Canada heads the Canadian arm of Team Mazda and JWT’s parent company, WPP Group, is Mazda North American Operations’ full-service marketing-communications partner.
Both the 30-second and 60-second versions hone in on the details of Mazda’s brand philosophy and design details in the cars, such as how the gear lever rests in the driver’s hand and the feel of the steering wheel.
Built around Mazda’s core brand belief that ‘If it’s not worth driving, it’s not worth building,’ the campaign includes the complete line of Mazda vehicles. It’s meant to show the company’s passion for driving and commitment to building well-crafted vehicles, said a company release.
“In short, we are provoking the conversation about what you drive,” said Neil MacLellan, vice-president of Team Mazda. “This is a brand that at its very core has a passion for driving.”
The campaign also includes online, cinema and social media elements. Interactive video ads that let users ‘like,’ share and comment and complete polls will appear on sites including Facebook and YouTube.
A user-generated content contest will also launch later in the campaign.
