Mazda have just launched a new advertising campaign for North America along with a new slogan – “Driving Matters”. The new strategy and campaign goes hand in hand with the launch of the much-hyped all-new 2016 Mazda MX-5 Miata, and it’s a significant departure from the simple but instantly-recognizable as Mazda’s “Zoom-Zoom” slogan, first seen in 2000.
Russell Wager, vice president of marketing, Mazda North American Operations, says “Through the Driving Matters campaign, consumers will get a glimpse at why driving matters so much to Mazda and why we obsess over every detail in designing our cars. Whether it’s for safety purposes or for maintaining our ‘fun to drive’ nature, it all comes down to the fact that driving matters to our customers and it matters to us.”
Harvey Marco, creative director, Garage Team Mazda, says “Mazda makes cars for people who take pleasure in driving, and “Driving Matters” perfectly aligns with that philosophy. Through our creative process, it became evident that Mazda’s inspiration for pure driving enjoyment is something that relates to the typical car buyer.”
We’ve always liked Mazda’s marketing approach. They’ve placed a heavy emphasis on the emotional connection to driving and to their cars, and anyone who’s ever taken a Miata on a spirited drive can relate to that. The new slogan and strategy aims to let everyone know just how much a good car and a good drive can improve their lives. We can also relate to that.
The Zoom-Zoom slogan is far from gone and will continue to be a part of the brand’s image and DNA. You can still see Zoom-Zoom in smaller print at the bottom of some of the new ads.
The new video spot shows off the Mazda3, Mazda6, but predictably, focuses heavily on the MX-5. It will be aired starting May 22nd via cinemas, television, print and online. The new print ads and the ethos behind the “Driving Matters” speaks to me as a car guy, but as an Asian who moved to Canada at age 18, and has never experienced suburban Middle America life, I found I couldn’t relate to the ad as much as others may. Check out the spot below.