Mazda RX-8 Launch Gets NFL Kickoff

The comeback of the rotary engine is the focus of Mazda’s estimated $20 million- plus launch campaign for the RX-8, which broke yesterday during ESPN’s Sunday-night football coverage. The effort, created by Doner out of its Southfield, Mich., and Newport Beach, Calif., offices, includes a 30-second spot and two 15-second spots that explore the emotional and logical reasons for wanting an RX-8.