Mazda campaign urges drivers to “feel alive”


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.

HaleyReinhart-1000x799-1000x675Dream 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.

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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

Finish/VFX: A52
   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