Mazda hasn't turned its back on "Zoom-Zoom" in the least, but from now on the double onomatopoeia takes its orders from the company's SkyActiv technologies. Mazda has been prepping us for the suite of engineering innovations that it plans to use to make its cars, like the 2013 CX-5, more Earth-friendly but just as much fun to drive, and company CEO Takashi Yamanouchi got big into it during the LA Auto Show.

The first commercials to publicize SkyActiv are here, in 30- and 60-second flavors, and you'll find them along with a press release after the jump.
Show full PR text
Mazda Takes Innovative Approach in Debut of New Advertising Spot

(06-Feb-2012) -- Mazda North American Operations (MNAO), the company known for such iconic vehicles as the Miata and the RX-7, engineering marvels such as the rotary engine and innovative SKYACTIV Technology, and the only Asian car company to ever win the famed 24 Hours of Le Mans endurance car race, today announced the debut of a new television commercial called "Revolution". Revolution will reinforce that even as Mazda launches new SKYACTIV environmental technologies that improve fuel efficiency through advanced engineering solutions, the company hasn't lost sight of its unique position in the marketplace as the Zoom-Zoom company, and remind the world that "If it's not worth driving, it's not worth building".


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  • 30 Comments
      adam512
      • 2 Years Ago
      Great things are to come from mazda. A japanese company that still shows proper passion in what it builds!
      Doug Danzeisen Sr
      • 2 Years Ago
      Nicely done ad. Great job of communicating the thrill of driving and the feel of excitement. Skyactiv is not just engine mods, but a comprehensive modification of the way cars are built to maximize efficiency. A key emphasis is limiting weight, which should be important to all enthusiasts. This is not a new technology, rather it seeks, through incremental changes to optimize engine, transmission, and chassis efficiency and maximize performance, while minimizing weight. The most radical skyacti tech is the diesel, coming to the US, likely in the new 6, which uses an extraordinarily low 14:1 compression ratio and is said to rev higher than traditional diesels. Why the disparating remarks? Honda lost passion sometime ago, Toyota is widely seen as bland. Suzuki is in bad shape in the US and Mitsu, even with the Evo, remains a marginal player as well. To have passion and efficiency in your product is good. Yup, there is marketing bs, but there is real engineering at work here also- and that, to me, is where the rubber meets the road.
      IBx27
      • 2 Years Ago
      I love Mazda's commercials because they're all geared at people like us here with the "what do you drive" tagline. "It's not the first 40mpg sedan; it's the first one worth driving." That sells the 3 very well.
      Soichiro
      • 2 Years Ago
      Great ads, and a cute girl to boot! :)
      JR
      • 2 Years Ago
      Really fun spot! Love the vintage stuff from LeMans.
      jessesrq
      • 2 Years Ago
      Not a bad ad to acquaint people with Skyactiv. But, ads with powerful statistics resonate more than feel good montages.
        CasualAdventurer
        • 2 Years Ago
        @jessesrq
        "Not a bad ad to acquaint people with Skyactive." Really? Because I've been wondering what the Hades this technology is and after watching these ads i still haven't a clue. How about some specifics? Is it building lighter weight vehicles? Is it some kind of hybrid technology? Is it a new motor design that more efficient? I've no idea.
          finzenchrome
          • 2 Years Ago
          @CasualAdventurer
          21st century people just use a search engine whenever they want to learn more about things. If you don't know what a search engine is, just google it.
      Johnny
      • 2 Years Ago
      Awesome. Doesn't tell me what it is or what it does, exactly, but it did a fabulous job of distracting me with fun car vibes. I'm sure the moron hippy dippies in SanFran will eat this BS up with a sustainable bamboo wood spoon.
        Elmo
        • 2 Years Ago
        @Johnny
        SkyActiv is direct injection, I believe.
          bhtooefr
          • 2 Years Ago
          @Elmo
          It's actually more than that - it's a high compression DI gas engine family, a low compression DI diesel family, a few transmissions, and a lightweight chassis architecture, IIRC.
        POV
        • 2 Years Ago
        @Johnny
        I thought it appealed on a near perfect emotional and nostalgic level with just enough vagueness about this "new" technology. If you don't have that level of connection to automobiles, I really wonder why you are on this site. Also "hippy dippies in SanFran?" Just where are you from???
        AP1_S2K
        • 2 Years Ago
        @Johnny
        +1, yea def agree... old school, hippy, Americana, but why? Was this a feel good ad for what reason?? they really want to get away from the tech of Skyactiv. Isn't it high compression based tech.... so does that mean premium fuel only? Why no explanation? Is it because it's a plus, but also a minus?! So we get hippyfest?
        AP1_S2K
        • 2 Years Ago
        @Johnny
        +1, yea def agree... old school, hippy, Americana, but why? Was this a feel good ad for what reason?? they really want to get away from the tech of Skyactiv. Isn't it high compression based tech.... so does that mean premium fuel only? Why no explanation? Is it because it's a plus, but also a minus?! So we get hippyfest?
      Dantzig
      • 2 Years Ago
      I like the tone of the ad but I don't think the message gets across. Maybe if they showed more Mazda cars instead of random "cool" stuff...
      mhkitchen
      • 2 Years Ago
      Not sure what they're selling? All I recall seeing are Ford Falcon interior shots, Early Corvette exterior shots, a Porsche or some rally car catching air, and absolutely zero info about Mazda!'?? I'd happily come up with something far better for half of what they spent for this joke! Mazda, call me! Monkeys could do this good!
        finzenchrome
        • 2 Years Ago
        @mhkitchen
        Mazda, call me! Monkeys could do this good! Oh, so you're a monkey!
      Bill Waller
      • 2 Years Ago
      I think that AD is great. I love the feel and tone of it. And, I love Mazda.... But..... I have to say as a marketing gimick Skyactiv is bad. I just sat in a room full of people who saw the ads and went. "What is Skyactive, I don't understand...." Even after explaing, it's Mazda's Eco/Green tech. They thought it was confusing... I have to say I agree. But then again it's no worse than Bluemotion I suppose, but in truth that is bad and confusing too.
      Esher127
      • 2 Years Ago
      Skyactive is some cool stuff, and I'm not knocking the technology itself at all. But where on earth did they get that name!? I can just imagine my 7 year old building something with legos, then flying it around the room going "NOW WITH SKY ACTIVE TECHNOLOGY!!"
        flychinook
        • 2 Years Ago
        @Esher127
        The same can be said for almost every named engine or series of engines. What the hell is a blue-tec, anyways?
      JDam4131
      • 2 Years Ago
      I do not see what is so ground breaking in merging two ends of the spectrum (Efficiency and Performance) it yields compromise and both types of car enthuasiasts (green and gas) will be left wanting more respectively.
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