• Feb 18th 2008 at 9:57AM
  • 12
Think about some of your favorite automotive ads in the past few years and a couple of campaigns stand out. Volkswagen's "Unpimp Mein Auto" and "Safe Happens" spots were some choice bits, and the countless print, billboard and TV ads for MINI simultaneously defined the brand and gave buyers on the fence one more reason to check out BMW's revival of the iconic hatch.

The ad firm of Crispin Porter + Bogusky was behind all of those creatives and Mazda has chosen Rob Strasberg, formerly of CP+B, to head up the Zoom-Zoom automaker's marketing efforts through Doner Advertising.

There are no details about how the new ad campaign will go down, but Mazda has no plans to deviate from the "zoom-zoom" theme that originally began back in 2000. Mazda is looking to balance out its crossover offerings with its sporty image, and that's likely one of the first jobs Strasberg will be tasked with.

Naturally, we couldn't keep away from YouTube, so we've embedded all the aforementioned VW spots after the jump.

[Source: Automotive News – Sub. Req.]

I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.

    • 1 Second Ago
      • 7 Years Ago
      At least you customers don't have to wait on hold as long as us Mazda employees do. Funky reggae pop techno crap.
      Oh and if you're interedted I can sell you a CD with the zoom-zoom hold music on it, all 90 seconds of it.
      You know you want one.
      • 7 Years Ago
      It should be noted that Crispin Porter + Bogusky aren't the actual agency working on it. It's Rob Strasberg from C.P +B, not the whole company.
      • 7 Years Ago
      That damn Zoom Zoom song was over played 7 years ago. Why dont they stop beating the Zoom Zoom horse.

      BTW.. If you want to hear the worst rendition of the Zoom Zoom, call Mazda North American Customer line(its in your owners manual), and wait on hold.
      • 7 Years Ago
      All I have to say is "Oh, snap!"
      • 7 Years Ago
      Not just Mazda he and team are heading, it's all the agency accounts, and a welcome addition because for a long time, Doner has been waning creatively, some good, lots not so good. Culture diff will be huge from CP+B to new agency.

      Some agencies bring a new creative chief and promise change then the old ways sabotage anything new - others honor the discomfort of the new, embrace it and move forward - we'll see what's kind of mettle Doner has over time to really become a creative culture, not the account-driven priorities they've drifted into.
      • 7 Years Ago
      That whole "zoom zoom" thing started to get VERY annoying about 5 years ago. The mute button on my TV remote has paid the price over the years thanks to that dumb-ass advertising brain fart.
      • 7 Years Ago
      disappointing. cp+b are one-trick hacks.
      • 7 Years Ago
      Strassberg's the real deal, hope Doner doesn't put all it's baskets in one egg and then revert back into it's comfort zone.

      People need to know why they should care about Mazda... right now that's a lot vague. They don't want to become the Pontiac of the Asian brands.
      • 7 Years Ago
      I love those 'unpimp ze auto' ads!!!!
      • 7 Years Ago
      It's about time Mazda did something with its ads. This should have happened when the Mazda3 came out.
    Share This Photo X