Mazda's Emotional Campaign Follows a Driver Through the Years

Brand Seeks to Solidify the Promise of Classic 'Zoom Zoom' Tag

Published on May 21, 2015

Editor's Pick

Mazda is getting emotional. The brand and its dedicated agency The Garage/Team Mazda have debuted the "Driving Matters" campaign, which seeks to solidify the brand promise that comes along with its famous classic "Zoom Zoom" tag.

The new ads seek to deepend consumers' emotional connection to the brand. The first spot, a 60-second ad directed by RSA's Jake Scott and featuring a poetic V.O. from Breaking Bad actor Aaron Paul, shows the life progression of a male driver. He starts out as a teen learning the ropes from his dad in a parking lot. He buys a second-hand Roadster which takes him through college -- and helps spark young love. The story moves on to when he gets married and goes for the more practical Mazda3 and then the family-friendly CX-5 crossover, to his middle-aged years when he tries to reclaim his old self with a new MX-5, which "reminds you of when you were you."

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May 21, 2015
The Garage/Team Mazda
Chief Creative Officer:
Harvey Marco
Creative Director/ Copywriter:
Steve Morris
Associate Creative Director, Art Director:
Melissa Webber
Erik Moe
Director, Content Production:
Tom Anderson
Senior Producer:
Chrissy Hamilton
Group Account Director:
Stephanie Kendrick
Account Director:
Dave Brown
Planning Director:
Ben Chung
Business Affairs Director:
Bart Kias
Production Company:
Jake Scott
Director, Photography:
Chris Soos
Executive Producer:
Tracie Norfleet
David Mitchell
Editorial Company:
Cut + Run
Steve Gandolfi
Assistant Editor:
Sean Fazende
Executive Producer:
Carr Schilling
Head of Production:
Amburr Farls
Managing Director:
Michelle Eskin
Visual Effects and Animation:
Creative Director:
David Parker
Animation/End Tag:
Creative Director:
Jake Banks
Siggy Ferstl
Audio Post:
Eleven Sound
Scott Burns
Music Company:
Sound Design:
Eleven Sound
Sound Designer:
Scott Burns

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