Mazda is commencing a new ad campaign to promote the 2013 Mazda CX-5 crossover today, on March 28. The so called ‘inside-out’ campaign targets primarily at the brand influencers and bloggers and others media-buzz makers. Starting April 2, the initiative will encompass the whole USA.

Photo: 2013 Mazda CX-5, from autoblog.com

According to Media Post, Mazda says that “diverse group will be nudged to share the content they have generated on it, broadcasting it from inside the organization out to consumers”.

The national all-integrated campaign kicks off on television, in cinema, print and digital media. Additionally, there will be place-based video in health clubs, airports and other locations. The campaign’s main goal is to create a large presence everywhere where the target audience lives and works and to become a part of their lives.

The ad created in 60-second and 30-second versions featuring a slogan ‘Better. Stronger. Smarter’ will play off the ‘The Six Million Dollar Man,’ TV show’s original banner.

According to John Abel, Mazda’s global brand manager, “Mazda has a young owner demographic, many of whom may not remember the show, the link to the TV show works because the positioning is around innovative engineering, and Mazda’s SkyActiv powertrain technology in particular”.

The initial ad features scientists working to rebuild the common crossover, «The embodiment of compromise,» says the voiceover. The ad shows off the fuel efficiency and performance of the CX-5. Other three follow-up spots using the last year’s tagline ‘We Build Mazdas. What do you drive?’ tagline will demonstrate CX-5 product attributes like the 35-mpg fuel economy, onboard technology and safety.