Campaign: Mazda2 Heads In A New Direction

Campaign: Mazda2 Heads In A New Direction

Mazda Australia’s teaser campaign for the All-New Mazda2 hints at a completely New Direction for the vehicle, promising to turn the light car category on its head.

Mike Doman
Posted by Mike Doman

Coinciding with the global unveiling of the All-New Mazda2 model in Japan, the teaser campaign will run digital and print executions to build anticipation for a totally new Mazda2.

Created by 1MAZDA @ CHE Proximity, the 15s digital clip features Australian sign spinner, Chris Lew, performing a gravity-defying routine through the streets of Brisbane. The teaser was shot by award-winning director, Mark Toia.

http://youtu.be/b3yMggIl_oc?list=PL6MA1h5zThHk1aMritFhunbhw01EDFPgz

The musical backdrop is Clean Bandit’s hit, ‘Rather Be’, which will also serve as the soundtrack for the broader campaign. The campaign will go to air when the vehicle goes on sale this summer.

Alastair Doak, Director Marketing Mazda Australia, said the spot reflected a lot of exciting changes consumers can expect from the new vehicle.

“The All-New Mazda2 represents a completely new direction for the model, incorporating the very best design, technology and fuel efficiency. SKYACTIV Technology, already a prominent feature in models such as the CX-5 and Mazda3, will delight the driver with sports performance and agility, yet incredible fuel economy.

“We’re encouraging consumers to entirely rethink their expectations of what a light car should be.”

The digital and print teaser campaign started 18 July.

Credits

Creative agency: 1MAZDA @ CHE Proximity – Creative:Dom Megna, Rogan Briggs

Production: Zoom Film & TV – directed by Mark Toia

Client: Mazda Australia