The ads, which will be run in outdoor and digital channels, depict the “thrill” drivers experience when driving the car, featuring images of people embarking on extreme thrilling experiences such as Lilo rafting down a waterfall, tea-tray sledging off the top of a mountain, or skateboarding down the Hoover dam. The car is not featured in any of the creatives.
The accompanying strap line for the ads is: “Mazda MX-5. Once driven, thrills are harder to find.”
JWT London worked on the campaign, which will be shown exclusively in the UK, where the MX-5 has the largest market share. This year is the model’s 20th anniversary.
In addition to the outdoor ads, JWT London has developed digital films and a dedicated “Mazda Thrill seekers” micro site. The site features a product section, plus a link through to ’Thrill tasters’ events where consumers will have the chance to drive the Mazda MX-5 and sample other experiences.