• Jun 24, 2010
Mazda commercials end with the written line, "Zoom Zoom. Forever," and there are few who aren't familiar with that little boy whispering "Zoom Zoom." But while the tagline might be akin to a diamond from De Beers, the 13-year relationship between Mazda and the firm that created it isn't forever at all. Mazda has left the agency for Team Detroit/WPP, perhaps taking the little boy with them.

One of the rare slogans taken all around the world in its untranslated state, the firm's commercials of late have seemed to focus on the blue checkered flag. A Mazda marketing exec once said, "The exhilaration we felt as a child shooting down a hill on our bike, this is what Zoom-Zoom means at its most basic level." That's a hard message to get from a flag – which could be the reason for the agency change in the first place.

[Source: The Detroit Bureau]


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  • 23 Comments
      • 4 Years Ago
      wooZ-wooZ
      • 4 Years Ago
      Zoom, Zoom, Zoom is known by all but that last commercial I can remember from Mazda is more of a comparison commercial. Some guy in the driveaway's neighbor bought a Corolla and his friend goes on to say how great his Mazda 323/Protege/3thingy is. I only remember the flags after reading about them. Mazda needs fresh ads so this is a good move. And since they are moving to a new design language away from the Nagare there maybe a whole new Mazda brand as well.
      • 4 Years Ago
      The original "Zoom-zoom" campaign was brilliant. It was kinetic, exciting, and emotional, everything an advertiser could want.

      The flag thing? Yeah, I see where they were going. It's meant to suggest that Mazda drivers "take a stand", and that they're making a statement about their desire for driving excitement. Trouble is, it doesn't work that well, it's not as appealing a message (it's actually kind of defensive, if you ask me), and is nowhere near as catchy as the original campaign.

      "Zoom-zoom" now seems to be an afterthought, which is disastrous given that it ranks among the world's most recognized ad slogans.
      • 4 Years Ago
      Even children know a Mazda is a zoom-zoom. I have a friend with a little kid, he refers to my Mazda as the zoom-zoom car and the Toyota as a boat (appropriately so). I hope Mazda keeps the Zoom-Zoom slogan. It's about the only car slogan most people will ever recall/remember.
      • 4 Years Ago
      Personally I think the "zoom-zoom" campaign was one of the best I've ever seen. It was simple, catchy and instantly recognizable. It communicated one of the core elements of the brand in Mazda's attempt to position themselves in the marketplace as a purveyor of fun, sporty cars. Mazda could've easily updated it to keep it fresh, but instead seems to want to walk away from it. Too bad.
      • 4 Years Ago
      It was time for them to part ways.
      • 4 Years Ago
      The song and Zoom Zoom bit of the ad campaign is actually from a direct to video martial arts movie called "Only the Strong."
      http://www.imdb.com/title/tt0107750/
      • 4 Years Ago
      The blue flag thing never made any sense to me. Reminded me of a Renaissance fair.
      • 4 Years Ago
      It was a daft campaign.
        • 4 Years Ago
        Paul,

        Mazda is not taking their business to Detroit. They are keeping their business in Detroit since Doner, the ad agency that created "zoom-zoom" is based in Southfield. Southfield is basically new Detroit because it's where many companies relocated to avoid high business taxes and the income tax charged to all who earn income in Detroit.

        So nice try to slam Detroit with your snarky remark. It only showed you are the one who has dishonest and unoriginal thinking. Not to mentioned ill-informed.

        By the way, how do know everyone is scared? Do you live in the area or did you read some on-line blog that told you that?
        • 4 Years Ago
        It was a daft agency.

        But taking it to Detroit? Bad idea. Nothing good comes from marketing agencies based in Detroit, particularly given the fear of everyone left there. You have to look outside that city to get honest original thinking.

        Mazda's account will move again inside three years.
      • 4 Years Ago
      God I hate Zoom Zoom.
      • 4 Years Ago
      Go anywhere and sing the "zoom-zoom" tune and everyone will know you're talking about a Mazda. Even people who aren't car guys/gals. Its kind of like Geico with the Gecko, they just *go* together.
        • 4 Years Ago
        These are the only kind of cars worth building.

        These are the only cars worth driving.

        Do you feel this way too?

        Then come with us...

        Zoom-Zoom
        • 4 Years Ago
        @ Nate B

        I know which commercial you are talking about, it was very good.

        For those who haven't seen it:
        http://www.youtube.com/watch?v=Q8-N8t_P3oE
        • 4 Years Ago
        True - it is recognizable, but I always HATED the campaign, the child voice. etc....
      • 4 Years Ago
      A 13-year commitment in the creative industry is basically a lifetime - most of these guys shuffle around every few years to keep ideas fresh and current and facilitate the unique talents of different ad agencies. Glad to see Mazda is taking their marketing and indeed their marketplace seriously.
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