Mazda: advert-body-3 by Antidote
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A TV commercial, created for Mazda by Antidote, demonstrates how human senses are brought to life when driving the Mazda CX-5 and sits at the heart of the launch campaign for the all-new model.
The 30-second spot continues the brand’s ‘Drive Together’ message inspired by Jinba Ittai – a Japanese phrase originally used to describe the perfect harmony achieved between a mounted archer and his horse.
Antidote devised the Jinba Ittai-inspired ‘Drive Together’ strategy for Mazda’s launch of the MX-5 RF. That campaign clearly positioned Mazda as the brand that champions ‘the love of driving’ whilst simultaneously maintaining Mazda’s commitment to challenging convention.
The aim of the latest work is to build on this heritage and demonstrate the Jinba Ittai harmony between the all-new CX-5 and Mazda driver.
The campaign runs in the UK until the end of September, backed by digital, social content and event marketing including a live drive, in-dealer, an interactive shopping centre tour and a press tour. The ad will also run in European territories.
Credits
Creative Director Tim Ashton
Art Director Toby Derham
Copywriter Toby Derham
Account Director Holly Creasey
Account Manager Marcus Gilbert
Agency Producer Tim Greven
Director Christian Weber
Producer Ada Zuiderhoek
Editor Johannes Hubrich
Post Production Pirates n Paradise
Client Claire Andrews, Marketing Director, Mazda UK
