Looking to highlight its unique and sporty mindset, Mazda is getting ready to launch its biggest advertising campaign since "Zoom-Zoom" became its tagline in 2000. The new campaign, entitled "Game Changers," will begin in May, and rather than focusing on its sporty past – like it did with Zoom-Zoom early on – the new ads will look at recent advancements made in building its future, including Skyactiv technologies and its new diesel race program, both of which involve its excellent new Mazda6 sedan.

As a part of the ads, Mazda will showcase game changers from the sporting world, including Dick Fosbury who changed how competitors perform the high jump and Laird Hamilton, who redefined how surfers attacked big waves. It doesn't sound like Zoom-Zoom is going away, but "Game Changers" will definitely feature heavily in the Japanese automaker's marketing moving forward. A few examples of the new ad campaign are posted in our gallery, and the press release is available below.
Show full PR text
MAZDA ANNOUNCES ALL-NEW ADVERTISING CAMPAIGN, "GAME CHANGERS"
-- New Campaign Illustrates the Accomplishments and Future of the Mazda Brand--

Apr 26, 2013

NEW YORK, April 26, 2013 /PRNewswire/ -- Following the road less-traveled is something Mazda has been doing since it first came to the shores of the United States in 1970. Since then, Mazda has continued to push the envelope in design, engineering, and driving dynamics in order to make their vehicles stand apart from the rest. To better showcase Mazda's latest achievements, Mazda North American Operations (MNAO) today announced the launch of its new advertising campaign, dubbed "Game Changers," set to launch in May, 2013.

"This is the largest advertising campaign for Mazda in the last 13 years, but more importantly, it is the most far-reaching and significant campaign in our history. Game Changers will be the unifying advertising campaign to tell the story of Mazda's rich heritage in developing new and different ways to build outstanding vehicles, both for the immediate future and the launch of the 2014 Mazda6 sedan, but also to support the ongoing development of our strongest-ever product onslaught," said Russell Wager, vice president of marketing, MNAO.

Mazda's all-new Game Changers campaign will showcase various historical figures who have developed a new way to excel at their respective disciplines. Through courage, creativity and conviction, these individuals have defied convention and changed the "game" in which they "played'. Like these Game Changers, Mazda has examined the conventional way of building a vehicle, thrown away the directions and re-written the play book to develop not just a suite of environmental and dynamic technologies, but a philosophical thought behind manufacturing a vehicle that has erased the proverbial line between efficiency and driving dynamics.

Mazda will convey the new advertising message via in-cinema, television, print, out-of-home and digital media. True to form, Mazda is also looking at game-changing ways to reach consumers through motion-sensitive billboards and other new advertising landscapes.

"The Game Changers campaign will be a different approach to creative advertising from Mazda. Telling the story of Mazda's past and the historical things they have done, the Game Changers campaign uses similar ground-breaking stories from individuals in history who did things differently, which resulted in in them rising above their competition," said Harvey Marco, creative director, Garage Team Mazda.

The first advertising piece to jump into the marketplace will be that of the story of Dick Fosbury. It is the 1968 Olympics and the setting is the Mexico City arena; Fosbury had been working on a new and unconventional approach to his talent, the high-jump. This stage would be the first time he would compete with his new way of getting over the bar, back-first. Fosbury went on to take home the gold in 1968, setting the new standard for high jump technique, the Fosbury Flop. Much like Fosbury, Mazda has been working to develop a new approach to automotive manufacturing, one that evaluates the process as a whole and has since flipped conventional automotive manufacturing upside down. SKYACTIV®[1] TECHNOLOGY has raised the bar in the automotive industry.

Since deploying SKYACTIV TECHNOLOGY, Mazda has changed the game, proving that it is possible to build a vehicle with excellent fuel efficiency, low emissions and stellar driving dynamics. The 2013 Mazda CX-5, the first vehicle to launch with the full suite of SKYACTIV TECHNOLOGY, showed consumers that the dichotomy of fun-to-drive and fuel efficiency could co-exist in a compact SUV. The all-new 2014 Mazda6 builds on that philosophy and redefined the sports sedan, again showing consumers that its outstanding fuel efficiency does not come with compromised driving dynamics.

Mazda's long-running Zoom-Zoom tagline will continue to be part of the brand's DNA. Since its inception in 2000, Zoom-Zoom has come to symbolize what a Mazda stands for – stylish, insightful and spirited – and the Game Changers campaign will take what the company built with Zoom-Zoom and allow it to better communicate the technology, style and driving dynamics of the next generation of Mazda vehicles.


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    • 1 Second Ago
  • 51 Comments
      Hedo D
      • 1 Year Ago
      How about a re-designed Mazda5 with Skyactive-D diesel engine? Now that\'s a game changer!
      P
      • 1 Year Ago
      Sweet. That Laird Hamilton ad belongs on walls. Really cool to see Mazda "back." Seems like they never advertise, which is a recipe for failure. I haven't seen a Mazda ad in like 10 years.
        Gorgenapper
        • 1 Year Ago
        @P
        I see some of them here in Canada, with a couple shown in theatre trailers leading up to the movie. But Mazda is kind of popular up here anyway, lots of hatchbacks, and now increasing numbers of CX-5s.
      Cheddar
      • 1 Year Ago
      Mazda has always made great cars but they never bother to tell anyone. Maybe a good ad campaign will change their game? I hope so. Good luck Mazda!
      imag
      • 1 Year Ago
      Nice one Mazda.
      wafflesnfalafel
      • 1 Year Ago
      Very nice - knock 'em dead Mazda. 1st Grand AM win under your belt last weekend. Love those chunky new diesel 6s dice it up. Time to show off a little.
      Dave
      • 1 Year Ago
      Hate to say this because I do greatly respect Mazda (Miata driver), but none of the three 6's entered in 24 Hours of Daytona finished. Two of the three cars lost a nut in the fuel system which starved their engine and burned cylinders. The third car was fixed before this occurred but lost its rear main seal soon after. All three cars evidently suffered severe vibration issues as well. It's nice that Mazda (or any other OE for that matter) validates their design in Motorsport, even if they don't win. However, when that Motorsport event doesn't work out so well I'm not sure I would go forward with an ad campaign centered around it.
        360_AD
        • 1 Year Ago
        @Dave
        Did you bother to look up results beyond Daytona??
          360_AD
          • 1 Year Ago
          @360_AD
          And you think it's easy to race a new from-the-ground-up racecar that had little time before the season opener for shake-downs and development? If you follow the series at all, even casually, you'd know they are practically developing on the fly with each race. Furthermore, the purpose of racing is to push the engine and learn from it, then apply what they learn to the production engine. As well as a proof of concept that diesel can be a viable alternative to gasoline (the Porsche)... a fact that most Americans still don't get. Mazda didn't organize the series, are you implying that it's their fault there are only 3 entrants? The Corvettes C6R ran in the GT1 class of ALMS for several years unopposed. That never bothered anyone. Double standard much?
          360_AD
          • 1 Year Ago
          @360_AD
          Oh one other thing... At least Mazda is using a road racing series as a laboratory to better their street product. Where's Toyota and their Camry, oh yah... NASCAR; which has zero to do with a production street car. Honda Accord? Kia Optima? Nissan Altima? Hyundai? Forget it.
          dimcorner
          • 1 Year Ago
          @360_AD
          Daytona - DNF GrandAm of the Americas - 2nd and 3rd place out of 3 entries. 4 and 13 laps behind 1st Porsche 250 - 2nd and 3rd out of 3 entries. 4 and 14 laps behind 1st Atlanta - 1st and 3rd out of 3 entries. Won by 1 sec and 4 laps back. I wouldn't brag about racing when there are only 3 entries and all of these are short sprints anyway.
          Jeff the Baptist
          • 1 Year Ago
          @360_AD
          Kinetic Motorsports races a number of different Kias in the Pirelli World Challenge series. The current generation Optima has been raced for years using the 2 liter turbo engine. They've won a bunch of races and, unlike Mazda, they aren't winning by being first is a class of three.
        • 1 Year Ago
        @Dave
        [blocked]
        Ookanehira
        • 1 Year Ago
        @Dave
        Did not read this article? http://www.autoblog.com/2013/04/23/mazda6-skyactiv-d-racecar-gets-first-win-at-road-atlanta/ Have you seen a DIESEL-equipped viecle win the genuine sport car, PORSCHE Cayman, in the sprint race. This is what happened at Atlanta. Enjoy a video of Skyactiv-d Mazda6!! http://www.youtube.com/watch?v=KQ1_YiMNevo
      Biofreak
      • 1 Year Ago
      The sad thing, is that their prices are too high. I went to check their Touring Mazda 6 with tech package, which was only 27k and I loved it. Unfortunately, their lease was higher than other competitors 30k+ cars that had more stuff and allowed more millage. They can market all they want, but they just wont sell. The guy at the dealership basically kicked me out when I told him to reduce the price to what i was thinking was right for that vehicle. He didn't even try to negotiate, just told me he can't do it. He couldn't discount $20 a month for 36 months.... Good luck with marketing!!!
        Greg
        • 1 Year Ago
        @Biofreak
        I have no idea what their lease deals are like, but their MSRPs seem very reasonable. I don't think they are wheeling & dealing like other brands, but they don't plan to sell the volume of the others anyway.
          icemilkcoffee
          • 1 Year Ago
          @Greg
          They might not wheel and deal on the CX5 and the Mazda6, because these models are so new. But wait around for a few months and I guarantee they will wheel and deal just like everyone else. In other words, don\'t pay MSRP for any Mazda.
        michigan
        • 1 Year Ago
        @Biofreak
        You should thank him for stopping you from leasing a car
        SethG
        • 1 Year Ago
        @Biofreak
        As others are saying, MSRPs for Mazdas seem reasonable. If lease rates are higher maybe there's an issue with residual value. On that front it is hard to compete with Honda and Toyota.
        360_AD
        • 1 Year Ago
        @Biofreak
        So you're saying you can't afford $20 more per month? $20 is a deal breaker? I have news for you. Mazda doesn't own the dealers. The dealers are independent operators. If you don't like the treatment you got from one dealer, you go to another. You can also play them against one another if you so wish to see who deserves your business. Common sense no?
          Biofreak
          • 1 Year Ago
          @360_AD
          You are right, it does make sense. I just had a bad experience with the dealer, and i was pissed. The lease option i got for Touring was equal to 30k honda accord exl model. Also the $20 is not a deal breaker in my case, it was a principle. i refused to pay same lease for 27k car when i can get 30k accord for the same amount or less. I will defiantly check other dealerships and see if they can be more reasonable. If not i am getting the Honda again.
        icemilkcoffee
        • 1 Year Ago
        @Biofreak
        Any particular reason why you are leasing instead of buying? Wait around for a few months and I bet you could buy one with a good amount of factory incentives tacked on. With interest rates so low I think buying is the way to go.
          michigan
          • 1 Year Ago
          @icemilkcoffee
          Except forget the part about paying interest
      sixsix
      • 1 Year Ago
      If another sheep repeats the term "game changer" again I'm going to lose it. At what point to marketers do something original. Every company and every person has been "changing the game" for the past 2 years. STFU already!
      Julio Arreaga
      • 1 Year Ago
      I like it, has good potential. Laird Hamilton tho? The guys a legend, but he's kind of ridiculed by the contemporary surfing community for some of his endeavors in the water. That being said, he's probably the most recognizable face in surfing other than like Kelly Slater.
        360_AD
        • 1 Year Ago
        @Julio Arreaga
        That may be so, but it's outside the context of the ad. Plus, as you pointed out yourself, he is recognizable and most people don't know about his other endeavors as you do.
      • 1 Year Ago
      [blocked]
      EZen
      • 1 Year Ago
      I am a big fan of Mazda's cars. However, this is RIDICULOUS!! They're running a Mazda 6 (full sized sedan) in a Diesel in the Grand-Am series and yet you still can't even pre-order (let alone BUY) the Diesel Mazda 6 from a dealer. Why advertise now for something you can't buy until some unknown date because they are REALLY dragging their feet on this. They're SO scared to lose money by bringing a model here to the US that they won't sell a ton of. This is why they're keeping the most amazing looking wagon I've ever seen (the Mazda 6 Wagon) from coming over here. I'd buy it brand new in a heart beat and I have never previously bought new.
        icemilkcoffee
        • 1 Year Ago
        @EZen
        Agreed. That wagon is just sex on wheels.
        Cheddar
        • 1 Year Ago
        @EZen
        So it's "ridiculous" to race a car and prove its engine on the track before selling it? Frankly, I think that's why Mazda is so damned cool. We get cars with mostly production engines (like this) and with production chassis (like 3 and Miata) that are race proven. Unlike other manufacturers, they actually do this! Unfortunately, the handful of people who will buy wagons with manuals are not exactly a "market." I love those cars too but it just doesn't make sense for any brand today, much less a small drivers' OEM like Mazda.
      Blanka1221
      • 1 Year Ago
      6 wagon, not ^ Wagon. Never type first thing in the morning.
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