Mazda Launches "What Do You Drive?" Campaign

The North American division of Mazda released today an all-new advertising campaign that centers around the question, "What do you drive?", and is set to launch via television, online, and social media. The first of the ads has already debuted, and can be watched below this article, but it will also be seen on top-rated shows like The Office, Dancing with the Stars, Grey's Anatomy and the NBA Playoffs.

Cut in both :30 and :60 second versions, the spot focuses on the details that reportedly define a Mazda – the way the gear lever sits in the driver's hand, the way the steering wheel feels, the way the car responds to every input.

In words and images, the campaign focuses on Mazda's rich history in innovation, motorsports and design, as well as on its engineers' obsession over the details. The full line of Mazda vehicles is featured in the campaign that is set to continue to run over the next year.

In addition to the on-air placements, interactive video ads will be featured on popular video sites such as YouTube, Hulu and Facebook.  The video ads will include social features allowing viewers to take polls and "like," share and comment on the ad.

"The campaign strives to underscore Mazda's devotion to creating exceptionally fun-to-drive, well-crafted vehicles, with the phrase, 'we don't build cars for everyone; we build cars for people who care about what they drive'," said Don Romano, chief marketing officer, MNAO.

"In short, we are provoking the conversation about what you drive," said Harvey Marco, chief creative officer, Garage-Team Mazda. "This is a brand that at its very core has a passion for driving.  It's a truth about who we are and what we've always stood for."