SANTA ANA, CALIF. – Foote, Cone & Belding here has powered up the first commercials in an estimated $30-35 million ad campaign to relaunch Mazda Motor of America’s line of trucks. In two spots due to break next month, the agency uses actual truck owners to position the vehicles as tough trucks for the working man. ‘I need a truck that’s rough like I am,’ says one of the men who’s featured along with scenes showing ranchers, welders and other macho types at work. The strategy is meant to differentiate the pickups from import competitors, which have focused on styling to make inroads into the category.
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