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DonerÕs Mazda Debut

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 automaker’s all-new ’99 model MX-5 Miata convertible, company executives confirmed last week.
A 30-second TV spot, also for the Miata, breaks during the March 5 episode of NBC’s 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 new campaign carries the tagline, “Get in. Be moved” [Adweek, Feb. 23].
The TV spots were directed by Lance Kelleher, according to sources. 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 massive makeover, Mazda aims to maintain the convertible’s reputation for simplicity, affordability and emotional connection with buyers, while showing 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 ’98 1/2 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 trucks equipped with SE trim.
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.