Mazda Launches Major Campaign, Puts Emotion Back into 'Zoom Zoom' - AdAge.com
7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newsletters like Ad Age Daily, Ad Age Digital and CMO Strategy To get unlimited content and more benefits, check out our... Mazda lacks the name recognition and marketing dollars of rivals like Honda and Toyota. 'When I say Mazda, what do you think of. '" said Russell Wager, VP-U. "Nine times out of 10 they say 'Zoom Zoom,'" he added, banging a table for emphasis. "Then I'll ask them to explain to me what 'Zoom Zoom' means, and I'll get six or seven different answers. It's supposed to solidify what 'Zoom Zoom' means to people. Mazda will begin its push Friday with a 60-second spot called "A Driver's Life" that will air on TV and in movie theaters nationwide. When he gets married, he buys a Mazda3 for practicality's sake, followed by a CX-5 crossover to fit a growing family. In middle age he buys a new MX-5 because it "reminds you of when you were you," as the actor Aaron Paul, best known for his role in the television series "Breaking Bad," says in a voiceover. Mazda's campaign also includes 47 advertisements in 26 magazines and home-page advertisements on websites such as YouTube. Source: adage.com
