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Mazda Canada breaks new campaign

Mazda Canada of Richmond Hill, ON, has begun a new advertising campaign called "Anthem." The campaign, which is in support of the company's full line of vehicles, attempts to depict the company's "passionate attitude towards driving, its engineers' obsession over the details, and a rule-breaking innovative spirit." The campaign was developed by the Team Mazda unit of WPP, of which J. Walter Thompson is the Canadian creative agency of record and Excelerator Media is the media agency. It consists of 30- and 60-second television commercials that focus on the company's history and design philosophy and use the tagline, "What Do You Drive?" Other elements include online and cinema ads, as well as social media activities. The effort will run for the next year. "Over the next couple of years Mazda will defy convention again by launching its next-generation of eco-friendly products," said Don Romano, president of Mazda Canada and chief marketing 0fficer for Mazda North American Operations. "In order to fully explain why the company chose to further develop the internal combustion engine instead of following what other companies are doing with hybrids and electric vehicles, we needed to explain who we are and why we do things the way we do. So now is the perfect time to tell our story."

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