Mazda North American Operations solidifies its path to premium, debuting the next phase of its brand campaign, “Feel Alive.”
Aiming to evoke feelings of wonder and inspiration, the new spot titled, “Dream Bigger,” will officially launch the all-new 2019 Mazda3, the brand’s next generation product.
Dream Bigger” was conceived by Mazda North American Operations and Garage Team Mazda.
The team took a refined and humanistic approach to the campaign, differentiating it from traditional auto commercials.
Adding to the inspirational tone, musical artist Haley Reinhardt artfully covered ‘Dreams’ by The Cranberries, bringing the song to life in a new and modern way.
“The team and Haley truly helped us tap into the rich and deep emotional feelings that the driver experiences about their Mazda,” said Dino Bernacchi, Chief Marketing Officer for Mazda North American Operations. “By literally transcending the conventional rubber to the road experience, the ad connects with our consumers’ desire to push their limits—to go beyond the ordinary.”
Watch the :60-second spot below, directed by Serial Killer and kids be sure to adhere to the legal warning in the spot of not trying to fly with a red balloon. Sorry couldn’t resist.
In 2018, Mazda launched its initial brand-focused campaign, “Feel Alive,” is described as a major departure in a category of sameness best known for deal marketing. The “Feel Alive” campaign is created to appeal to the Independent Achiever, a new target customer for Mazda that is more creative, ambitious and imaginative.
The Independent Achiever is also a more discerning customer that shares two important values with the Mazda brand – high expectations and a constant drive for improvement.
“”Feel Alive” directed the brand on a new course with our newly defined Independent Achiever target,” said Dino Bernacchi, Chief Marketing Officer for Mazda North American Operations. “While the campaign has resulted in achieving our goals of increasing brand opinion, interest and consideration, we knew that for our next generation product, we had to evolve our message to signify this new era for the brand.”
“Dream Bigger” builds on the Feel Alive foundation by demonstrating how Mazda helps customers achieve their goals by being a source of inspiration and enrichment, and uplifting them to feel alive.
The “Dream Bigger” initial launch film features the all-new Mazda3, a vehicle that will attract younger, more premium-minded buyers looking for a means to express their professional and personal aspirations.
The spot began airing on April 8, 2019 during the NCAA Championship game. It is beautifully shot and has a languid feel to it. However remember kids, don’t try to float with a red balloon.
Client: Mazda North America
Advertising Agency: The Garage
Chief Executive Officer: Michael Buttlar
General Manager: Brad Audet
Chief Creative Officer: Erich Funke
SVP Creative Director: Renato Braga
Copywriter: Evan Brown
Art Director: Vidur Raswant/Marcus Moore
Executive Producer: Jeff Perino
SVP, Group Account Director: Santiago Andrade-Marin
VP, Account Director: Dave Brown
Account Supervisor: Tessa Rogers
Business Affairs Director: Bart Kias
Production Company: Serial Pictures
Director of Photography: Philippe Le Sourd
Founding Partner/Executive Producer: Violaine Etienne
Head of Production: Jennifer Gee
Producer: Malachy McAnenny
Editorial Company: Exile Editorial
Editor: Conor Oneil
Assistant Editor: Rex Lowry
Executive Producer: Carol Lynn Weaver
Senior Producer: Michael Miller
Color: Company 3
Colorist: Siggy Ferstyl
Senior Producer: Matt Moran
Senior Executive Producer: Patrick Nugent
Visual Effects Supervisor: Andy McKenna
Producer: Stacy Kessler
Audio Post: Lime Studios
Mixer: Joel Waters/Mark Meyuhas
Executive Producer: Susie Boyajan
Music Company: Shindig
Head of Production: Caroline O’Sullivan
Executive Producer: Debbi Landon
Creative Director: Scott Glenn
Composer: Austin Shupe
Source: Mazda North America