The Garage Team Mazda Talks to All the Drivers

By Erik Oster 

The Garage Team Mazda launched a new online spot celebrating “The Driver In All of Us” for the brand with a look at both professional and amateur racing.

To craft its story about the importance of racing, the agency set up shop in the basement of the ticket stand at Road America and interviewed over one hundred people about their love of racing. Interview subjects ranged from professionals who have dedicated their life to racing to a young racer who feels her interest in the sport has brought her closer to her father. 

The spot centers around the emotional ties people have to racing with little overt branding. Instead the approach relies on tying Mazda to the “Driver in All of Us” philosophy.

At over three minutes long, the spot may be too extensive for its own good; there’s a bit too much here for your average audience to enjoy, although perhaps hardcore racing fans are up for it. As usual, we are not the target audience.

In addition to the spot, the campaign will also include supporting print ads in relevant (driving related) publications.

Client: Mazda Motor of America
Campaign: Mazda Motorsports
Project Title: “The Driver in All of Us”
Release Date: August 19, 2016

Advertising Agency: The Garage Team Mazda
Chief Creative Officer: Harvey Marco
Creative Director/Art Director: Melissa Webber
Director of Content Production: Thomas Anderson
Sr. Producer: Jeff Perino
Group Account Director: Darcey O’Byrne
Account Director: Dave Brown
Account Supervisor: Cory Sampson
Planning Director: Ben Chung
Business Affairs Director: Bart Kias
Head of Acct. Management/JMI: Mo Murray

Production Company: Workhouse Creative
Director: Jason Beattie
Director of Photography: Ross Riege
Founder: Keith Rivers
Executive Producer: Eli Martin
Line Producer: Nicholas Langholff

Editorial Company: St. George Post
Editor: Alex Mullen
Music Composer: Reid Willis
Producer: Tara Poynter

Color: St. George Post
Colorist: Riley O’Callaghan
Producer: Tara Poynter

Finishing House: St. George Post
Executive Producer: Eli Martin
Producer: Tara Poynter

Audio Post: Juice Studios
Mixer: Scott Burns
Executive Producer: Dawn Redmann