Having stated to us that it doesn’t give two Flyin’ Miatas about compromising driving enjoyment to expand the 2016 MX-5 Miata‘s appeal—our first drive experience proved that the sports car is as focused as ever—Mazda has finally laid out how it plans to market its newest roadster to the masses. (Well, besides keeping the two-seater’s price low.) Dubbed “Driving Matters,” Mazda’s new ad campaign kicks off with the “A Driver’s Life” spot for the 2016 Miata that cuts a take-no-prisoners path right to car enthusiast’s soft bits. What’s more, the campaign eventually will be applied to the automaker’s entire lineup.
-In the Miata spot, Mazda kicks any and all mention of Bluetooth, navigation, or cargo space to the curb. And fuel economy? Look it up! (It’s actually quite good.) Instead, the commercial takes an intensely personal focus on the trajectory of a young driving enthusiast, from getting his license at 16 to buying a used Miata (a righteously pristine first-generation NA model, painted red, of course), and from gettin’ the girl to then trading up to a first-generation Mazda 3, a new Mazda 6, and, finally, a CX-5 crossover as the girl becomes his wife and the pair are joined by a little one.
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- 2016 Mazda CX-5 2.5L AWD Tested: An Inside Job
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- Three’s Insanity: Next Mazdaspeed 3 to Debut this Fall as a Concept
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- Mazda MX-5 Miata Research: Full Pricing, Specs, Reviews, and More
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With Subaru-like touchy-feelies, “Driving Matters” brings its hero full circle, ending his journey with the narrator following up the play-by-play of the guys’ life with “now in the garage, something new . . .” before we get a shot of the 2016 Miata (red, of course). Then comes the wind-in-the-hair driving shot. Mazda is hoping the new campaign will deliver the brand’s message of sportiness and passion to the masses, picking up where the “zoom-zoom” tag line left off. Mazda needs this to work, mostly because the general excellence of vehicles such as the 10Best-winning Mazda 3 and Mazda 6, as well as the multiple comparison-test winner CX-5, aren’t necessarily translating to big sales.
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via Agya
