Mazda Goes ‘Zoom’

The new Mazda brand campaign from Doner plays up the automaker’s efforts to produce fun-to-drive cars for adults who are still in touch with their inner child.
Creative from the agency’s Southfield, Mich., office is the first to employ the theme, “Zoom, zoom,” which re-places the “Mazda world” featured in last model year’s spots. The tagline re-mains: “Get in. Be moved.”
The phrase “Zoom, zoom” was first used in the work that Doner pitched to win the account two years ago. The agency’s two-minute “brand essence” tape showed images of children enjoying their “wheels,” including toy cars, tricycles and bicycles, said John DeCerchio, Doner’s chief creative officer. The adults in that pitch tape were shown still expecting and experiencing that excitement when it comes to their automobiles.
That reel has been used internally at Mazda, among employees and its dealer body, and seemed to strike a chord, he said. Mazda then tested the phrase in its largest-ever consumer insight study, and it also played well with that group.
The new branding spots have similar imagery. They open with a boy running up to a road and turning to the camera to whisper, “Zoom, zoom.” Interspersed are im-ages of children laughing and play- ing on wheeled objects and as adults being playful (a young man in a tie enthusiastically rides on a shopping cart through a supermarket parking lot in one spot). The background is a bouncy musical theme repeating the phrase “Zoom, zoom.”
The campaign harkens back to the automaker’s sporty heritage as the creator of the wildly popular Miata roadster in the mid 1980s.
TV breaks this week and will be accompanied by 15-second teaser spots presenting the new Tribute as an SUV “with the soul of a sports car.” In August, the campaign for the 2001 model Tribute formally debuts and runs through late November. Print will be featured in about 40 consumer publications. K