Last Monday the “Defy Convention” ad from Mazda’s current brand campaign, launched at last year’s Geneva Motor Show, was chosen as one of the ten winners of the second annual Ads Wort h Spreading challenge organised by TED, a non-profit organisation bringing together people from three worlds: Technology, Entertainment, Design at several occasions like global events. The contest is meant to “reward innovation, ingenuity and intelligence in advertising” according to TED and saw entries via YouTube from agencies and marketers in 39 countries around the world.
Mazda’s inspiring “Defy Convention” ad features Masahiro Moro, Executive Officer at Mazda Motor Corporation, and formerly Vice President for Marketing at Mazda Motor Europe. He describes how Mazda is intimately linked to its hometown of Hiroshima, Japan and – like the city and its people – has always had the ability to defy convention to overcome challenges throughout its history. A Mazda culture of innovation grew out of this tradition to create products that have changed the automotive industry over the years – the ad cites only two of many, the rotary engine and Mazda’s unique lightweight strategy. This latter innovation has helped create a new generation of Mazda vehicles with SKYACTIV Technology that are about to change the industry again by setting a new benchmark for low fuel consumption and low emissions combined with pure driving fun.
“The brand campaign and its website,” said Jeff Guyton, President and CEO of Mazda Motor Europe, “has been our approach to story-telling - describing what’s unique about Mazda products while giving customers a reason to believe in Mazda and its people. We are proud that TED chose Mazda among nine other winners like L’Oreal, Canal+ or Microsoft.” The campaign was developed by Cosmo, the Team Mazda agency for Europe. Cosmo is a full service agency based in Dusseldorf and is a partnership between JWT, Mindshare and Wunderman in Germany. “We are delig hted to be recognised for our work with Mazda,” said Stef Tiratelli, CEO of Cosmo, “ This is the first time a German agency has been awarded by TED and it’s a testament to the combined creative talents of Mazda, JWT and all our partner agencies.” Mazda’s “Defy Convention” ad will be honoured along with the other winners at the Art Director’s Club in New York City in March, and can be viewed at www.mazdastories.eu and on TED.com.