Mazda reveals new 'Game Changers' advertising campaign

From AB
-- New Campaign Illustrates the Accomplishments and Future of the
Mazda Brand--
Apr 26, 2013
NEW YORK, April 26, 2013 /PRNewswire/ -- Following the road
less-traveled is something Mazda has been doing since it first came to
the shores of the United States in 1970. Since then, Mazda has
continued to push the envelope in design, engineering, and driving
dynamics in order to make their vehicles stand apart from the rest. To
better showcase Mazda's latest achievements, Mazda North American
Operations (MNAO) today announced the launch of its new advertising
campaign, dubbed "Game Changers," set to launch in May,
"This is the largest advertising campaign for Mazda in the last
13 years, but more importantly, it is the most far-reaching and
significant campaign in our history. Game Changers will be the
unifying advertising campaign to tell the story of Mazda's rich
heritage in developing new and different ways to build outstanding
vehicles, both for the immediate future and the launch of the 2014
Mazda6 sedan, but also to support the ongoing development of our
strongest-ever product onslaught," said Russell Wager, vice
president of marketing, MNAO.
Mazda's all-new Game Changers campaign will showcase various
historical figures who have developed a new way to excel at their
respective disciplines. Through courage, creativity and conviction,
these individuals have defied convention and changed the
"game" in which they "played'. Like these Game
Changers, Mazda has examined the conventional way of building a
vehicle, thrown away the directions and re-written the play book to
develop not just a suite of environmental and dynamic technologies,
but a philosophical thought behind manufacturing a vehicle that has
erased the proverbial line between efficiency and driving dynamics.
Mazda will convey the new advertising message via in-cinema,
television, print, out-of-home and digital media. True to form, Mazda
is also looking at game-changing ways to reach consumers through
motion-sensitive billboards and other new advertising landscapes.
"The Game Changers campaign will be a different approach to
creative advertising from Mazda. Telling the story of Mazda's past and
the historical things they have done, the Game Changers campaign uses
similar ground-breaking stories from individuals in history who did
things differently, which resulted in in them rising above their
competition," said Harvey Marco, creative director, Garage Team
The first advertising piece to jump into the marketplace will be that
of the story of Dick Fosbury. It is the 1968 Olympics and the setting
is the Mexico City arena; Fosbury had been working on a new and
unconventional approach to his talent, the high-jump. This stage would
be the first time he would compete with his new way of getting over
the bar, back-first. Fosbury went on to take home the gold in 1968,
setting the new standard for high jump technique, the Fosbury Flop.
Much like Fosbury, Mazda has been working to develop a new approach to
automotive manufacturing, one that evaluates the process as a whole
and has since flipped conventional automotive manufacturing upside
down. SKYACTIV®[1] TECHNOLOGY has raised the bar in the automotive
Since deploying SKYACTIV TECHNOLOGY, Mazda has changed the game,
proving that it is possible to build a vehicle with excellent fuel
efficiency, low emissions and stellar driving dynamics. The 2013 Mazda
CX-5, the first vehicle to launch with the full suite of SKYACTIV
TECHNOLOGY, showed consumers that the dichotomy of fun-to-drive and
fuel efficiency could co-exist in a compact SUV. The all-new 2014
Mazda6 builds on that philosophy and redefined the sports sedan, again
showing consumers that its outstanding fuel efficiency does not come
with compromised driving dynamics.
Mazda's long-running Zoom-Zoom tagline will continue to be part of the
brand's DNA. Since its inception in 2000, Zoom-Zoom has come to
symbolize what a Mazda stands for ? stylish, insightful and spirited ?
and the Game Changers campaign will take what the company built with
Zoom-Zoom and allow it to better communicate the technology, style and
driving dynamics of the next generation of Mazda vehicles.

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