Mazda Canada is launching an all-new advertising campaign that centers around the question, ‘What do you drive?’ The campaign is built around the core brand belief that, ‘if it’s not worth driving, it’s not worth building,’ and it is this basic statement that defines Mazda.The new campaign celebrates the company’s rallying cry: Zoom-Zoom by highlighting Mazda’s passionate attitude towards driving, its engineers’ obsession over the details, and a rule-breaking innovative spirit. Mazda’s rule-breaking-breaking innovative spirit can be seen throughout its long history and taking a unique approach to overcome those challenges. 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’.

The work, called ‘Anthem,’ was developed by new marketing partner Team Mazda and depicts Mazda’s innovation by highlighting aspects of the brand’s brand philosophy. In words and images, it looks at Mazda’s rich history in innovation, motorsports and design, as well as a singular dedication to crafting cars that are always exciting to drive.  Cut in both :30 and:60 second versions, the spot focuses on the details that define a Mazd—the way the gear lever sits in the driver’s hand, the way the steering wheel feels, the way the car simply responds to every input.

The new campaign will launch via television, online, cinema, and social media, then continue to run over the next year. In addition to the on-air placements, interactive video ads are posted on popular video sites such as YouTube and Facebook and include social features allowing viewers to take polls and ‘like,’ share and comment on the ad. Mazda will also introduce a user-generated content contest will be introduced later in the campaign—so far, all the details about the contest are kept under wraps.