FCB Breaks Last Mazda Spots

LOS ANGELES-Foote, Cone & Belding delivers a wide range of visual styles in its final campaign for Mazda North American Operations.
The TV portion of the $100 million campaign, which was slated to break Oct. 5, involves three spots for the redesigned Mazda 626, two for the B-Series truck, and spots for the Mazda Millenia and MPV All-Sport.
“We wanted advertising that would remind people of what we’ve always stood for: cars and trucks that are stylish, spirited and savvy,” Mazda president and chief executive Richard Beattie said in a statement.
“Chasm,” an “anthem” spot in 60-second and two-minute versions, introduces the campaign. These image ads take the viewer on a ride across the desert in a Mazda Miata, culminating in a leap across a canyon. No tagline is used. Only the ads for the 626 model come close to a tag, concluding with the line, “Retooled. Refined. Reborn.”
Mazda officials, in the midst of an agency search for its $250 million account, decided not to replace the “Passion for the road” tag until they hire a new shop, according to sources.
In a humorous 30-second spot for the Millenia luxury sedan, the automatically adjusting steering wheel feature is tested by an elegantly dressed, argumentative Italian couple.
The campaign’s creative was headed by FCB’s San Francisco office under the leadership of creative director Paul Wolfe.
Media planning and buying was handled by FCB’s office in Santa Ana, Calif.