Mazda ‘Zooms’ Into a Higher Gear

NEW YORK Mazda this week will break its first full-line brand ad campaign since 2000.

Creative, via independent Doner in Newport Beach, Calif., will include a 60-second spot and two 30-second iterations set to break on Aug. 13 during NBC’s coverage of the 2004 Summer Olympics. The spots also will run in movie theaters nationwide through September.

The 30-second TV ads will run through the fall. Print, Internet, a mall tour and point-of-purchase are in the mix. Spending for the specific push was not disclosed, but the client spent more than $210 million on media in 2003, per TNS Media Intelligence/CMR.

The spots, directed by Michael Bay (The Rock, Pearl Harbor), show twenty-somethings demonstrating Mazda’s “Zoom-Zoom” tag by hang gliding, rappelling and hitching a ride on a bellman’s luggage cart.

Two-page spreads in Conde Nast magazines will ask, “How do you want your Zoom-Zoom?” Mazda will also run an integrated promotion with Conde Nast this fall centered on a photography contest, in which consumers must define their own “Zoom-Zoom” moment with a photograph. Conde Nast will run a separate ad touting the contest and a seven-page insert on Mazda cars.

“We will rotate in the 30-second spots at a 15 percent mix [with Mazda’s current product spots] so people continue to see the full-line message,” said Eric Johnston, marketing director at Mazda. “A lot of people are not aware that we have more cars and trucks in the middle of the market than just about anybody.”