Mazda North America Operations’ (MNAO) new campaign centers around the question “What do you drive?” and uses television, online, and social media over the next year. The campaign is built around the core brand belief that, “if it’s not worth driving, it’s not worth building.”
The effort highlights Mazda’s passionate attitude towards driving, its engineers’ obsession over the details and a rule-breaking innovative spirit. The work, dubbed “Anthem,” is via Garage-Team Mazda in Irvine, CA, looks at Mazda’s history in innovation, motorsports and design, as well as dedication to crafting cars that are exciting to drive. Cut in both :30 and :60 second versions, the spot focuses on the details that define a Mazda – the way the gear lever sits in the driver’s hand, the way the steering wheel feels, the way the car responds to every input.
The first of the ads will debut 4/13 on cable and broadcast including The Office, Dancing with the Stars, Grey’s Anatomy and the NBA Playoffs. The ads also will air on cable networks including ESPN, TNT, HGTV, Bravo and the Speed Channel.
The initial airings:
4/13 – Jimmy Fallon (NBC, 12:35am)
4/13 – Last Call with Carson Daly (NBC, 1:35am)
4/13 – Law & Order SVU (NBC, 9pm)
4/13 – Happy Endings (ABC, 9:30pm)
4/14 – The Office (NBC, 9pm)
4/14 – Grey’s Anatomy (ABC, 9pm)
4/14 – The Tonight Show (NBC, 11:35pm)
4/14 – Jimmy Fallon (NBC, 12:35am)
4/14 – Last Call with Carson Daly (NBC, 1:35am)
4/17 – The Apprentice (NBC, 9pm)
4/19 – Dancing with the Stars (ABC, 9pm)
Interactive video ads will be featured on popular video sites such as YouTube, Hulu and Facebook. The video ads will include social features allowing viewers to take polls and “like,” share and comment on the ad. Flash and rich media ads will also run on key third party auto sites such as Edmunds.com, KBB.com, and Cars.com.