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DonerÕs Mazda Ads Air Today

W.B. Doner & Co. launches its first work for Mazda North American Operations with a 15-second teaser TV spot and print ads breaking nationally today for the all-new 1999 MX-5 Miata convertible, Mazda executives said.
A 30-second TV spot, also for the Miata, breaks during the March 5 Seinfeld, which fits the Miata target demographic, sources said.
Doner’s work offers “a broader emotional experience” than previous Mazda advertising, according to Ron Neale, the Irvine, Calif.-based automaker’s director of marketing. He confirmed the campaign is tagged, “Get in. Be moved” [Adweek, Feb. 23].
The spots were directed by Lance Kelleher. Photographer Clint Clemens, whose work includes the recent Volkswagen Passat ads, shot the Miata print ads, which will appear in national consumer magazines.
While the 30-second spot will tout the roadster’s first complete makeover, Mazda aims to maintain the convertible’s reputation for simplicity, affordability and an emotional connection with buyers. It also hopes to show off a more muscular look, according to sources.
The next work from Southfield, Mich.-based Doner will break in late April for the all-new extended cab mid-1998 model-year B-Series pickup truck. Mazda will be the first import brand to offer a four-door cab in a pickup truck with the “Cab Plus 4” configuration, available as an option on the SE version of the trucks.
Doner was awarded creative responsibilities on the $240 million Mazda account in October, succeeding Foote, Cone & Belding, Santa Ana, Calif. Doner intends to open a service office near Mazda’s Irvine, Calif., headquarters.