Last week, Mazda Canada announced that it’s launching an ad campaign for its latest crossover utility vehicle, the CX-5. Claimed to be as “unique as the CX-5 itself,” the campaign plays heavily on Mazda’s SkyActiv Technology, in the manner of the 1970s TV series “The Six Million Dollar Man,” i.e., utilizing the slogan “we have the technology; better, stronger smarter,” etc.
In keeping with the Steve Austen theme, the new ads have a very 1970s style feel to them in terms of imagery and soundtrack. It’s certainly isn’t the first time an automaker has used such an approach to advertising, but in the past, vintage themed ads have often struck a chord with the intended audience and Mazda is betting this time around, the same thing will happen again.
The ad campaign began with a TV spot and 30 second follow up that highlights some of the key attributes of the CX-5. This in turn, will be followed by further TV spots this month along with cinema, print and digital ads, all aimed at casting as wide a marketing net as possible.
“We felt it was important to create a marketing campaign that speaks to the uniqueness of the Mazda CX-5,” remarked Neil Maclellan, vice president at J Walter Thompson. “The emphasis on science and technology throughout the campaign helps us tell the story to consumers in a different but relatable way. Essentially it’s science without the science fiction.”
The Mazda CX-5, which has already been named a Top Safety pick by the Insurance Institute for Highway Safety, has an entry-level Manufacturer’s Suggested Retail Price of $22,995 in Canada.
