Protege Spots Readied

Mazda North American Operations is planning to unveil one of two new 30-second TV spots for its all-new ’99 model Protege during a press conference in New York on Tuesday.
That spot breaks Oct. 15, followed in November by a second spot, titled “Science Center.” Both are from Mazda’s national agency, W.B. Doner & Co. in Southfield, Mich. Ford Motor Media in Detroit, a subsidiary of J. Walter Thompson, handles media buying.
Neither Doner nor Mazda would comment on the new campaign.
Mazda spent $28 million in measured media advertising on Protege in 1997, and about $9 million during the first six months of 1998, according to Competitive Media Reporting.