Mazda Campaign Extending to New Models




Doner Spots Continue ‘Get In. Be Moved’ as Positioning Theme
DETROIT–Mazda North American Operations is extending its “Get in. Be moved” campaign to two new models–the ’99 Millenia and 626. It is readying a new spot for the Protege later this quarter and a new campaign for the MPV minivan this summer.
A 30-second TV spot for the Mazda Millenia broke yesterday. Doner, Southfield, Mich., is the automaker’s national creative agency and media planner. The Ford Motor Media unit of J. Walter Thompson handles media buying for all Ford lines, including Mazda.
Deborah Wahl, Mazda’s group manager for brand strategy and communication, said there is no plan to couple “subtaglines” for individual brands with the “Get in” line, introduced last year.
“It needs to be very clear what we’re all about,” she said. “No matter what vehicle, it is still about getting in and being moved. We’re going to stick with that as the brand promise for all the vehicle lines.”
The Millenia spot airs through March on both network and cable TV, including CNBC, CNN, the Travel Channel and the Weather Channel. This is the only spot planned for the Millenia this year; it will return later in 1999 for another flight, Wahl said. Print executions will break in February.
In the Millenia spot, a man wandering through a science museum pushes a button on an unassuming display. Suddenly, he is having the virtual driving experience of his life in a Millenia.
At the commercial’s close, a young boy comes up to his car window and asks, “First time, mister?” The spot touts the car’s Miller Cycle engine.
A spot for the Mazda 626 will break later in the first quarter, Wahl said. The remodeled MPV minivan will be available to the public this summer.