Mazda Launches All-New Advertising Campaign Asks 'What do you Drive?'

IRVINE, CA--April 13, 2011: Mazda North American Operations (MNAO) will today launch an all-new advertising campaign that centers around the question, "What do you drive?" The campaign is built around the core brand belief that, "if it's not worth driving, it's not worth building," and it is this basic statement that defines Mazda. The new campaign highlights Mazda's passionate attitude towards driving, its engineers' obsession over the details and a rule-breaking innovative spirit. In short, it celebrates the company's rallying cry: Zoom-Zoom.

"The campaign strives to underscore Mazda's devotion to creating exceptionally fun-to-drive, well-crafted vehicles, with the phrase, 'we don't build cars for everyone; we build cars for people who care about what they drive'," said Don Romano, chief marketing officer, MNAO.

The work, called "Anthem" and developed by new marketing partner Garage-Team Mazda in Irvine, depicts Mazda's innovation by highlighting aspects of the Mazda brand philosophy. In words and images, it looks at Mazda's rich history in innovation, motorsports and design, as well as a singular dedication to crafting cars that are always exciting to drive. Cut in both :30 and :60 second versions, the spot focuses on the details that define a Mazda --the way the gear lever sits in the driver's hand, the way the steering wheel feels, the way the car simply responds to every input.

The new campaign will launch via television, online, and social media, then continue to run over the next year.

"In short, we are provoking the conversation about what you drive," said Harvey Marco, chief creative officer, Garage-Team Mazda. "This is a brand that at its very core has a passion for driving. It's a truth about who we are and what we've always stood for."

The first of the ads will debut today on cable and broadcast television programming targeting the Mazda enthusiast. Over the course of the launch it will be seen on top-rated shows like The Office, Dancing with the Stars, Grey's Anatomy and the NBA Playoffs. The ads also will air on cable networks including ESPN, TNT, HGTV, Bravo and the Speed Channel.

A complete list of scheduled initial airi ngs:
4/13 --Jimmy Fallon (NBC, 12:35am)	4/14 --The Office (NBC, 9pm)
4/13 --Last Call with Carson Daly (NBC, 1:35am)	4/14 --Grey's Anatomy (ABC, 9pm)
4/13 --Law & Order SVU (NBC, 9pm)	4/14 --The Tonight Show (NBC, 11:35pm)
4/13 --Happy Endings (ABC, 9:30pm)	4/17 --Apprentice (NBC, 9pm)
4/14 --Jimmy Fallon (NBC, 12:35am)	4/19 --Dancing with the Stars (ABC, 9pm)
4/14 --Last Call with Carson Daly (NBC, 1:35am)

In addition to the on-air placements, interactive video ads will be featured on popular video sites such as YouTube, Hulu and Facebook. The video ads will include social features allowing viewers to take polls and "like," share and comment on the ad. Flash and Rich Media ads will also run on key third party automotive sites such as Edmunds.com, KBB.com, and Cars.com.

Mazda North American Operations is headquartered in Irvine, Calif. and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, Canada and Mexico through nearly 900 dealers. Operations in Canada are managed by Mazda Canada, Inc., located in Ontario; and in Mexico by Mazda Motor de Mexico in Mexico City.