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LOS ANGELES The comeback of the rotary engine is the focus of Mazda’s estimated $20 million-plus launch campaign for the RX-8, which breaks during ESPN’s Sunday night football coverage.
The campaign, fashioned by Doner’s Southfield, Mich., and Newport Beach, Calif., offices, includes a 30-second spot and two 15-second iterations which will run as front and back ends of commercial breaks throughout the rest of the year.
Ads combine emotional and intellectual persuasion in an effort to appeal to both sides of the sports car buyer’s mind, said Tim Blett, president of Doner in Newport Beach.
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